Budget Eyewear is a chain of optometrists in Australia with 120 stores.

They had to prompt customers listed on the Budget Eyewear database as users of contact lenses to purchase more lenses.

Idea

The agency opted to send a simple letter, reminding Budget Eyewear customers of the problems they face if they run out of contact lenses or don’t have a pair in reserve.

Results

Only recently lodged. Results yet to be determined.

Editor’s Comment

At first I thought this idea was too obvious to be worth a mention. But the more I thought about it, the more reasons I could see for a client to reject it.

I mean, how many marketers are going to pay the postage costs of a letter designed NOT to be read.

The idea may be obvious but it is absolutely crystal clear – even if the type is blurred.

The fact that a client actually bought this idea speaks volumes for the company. And the fact the agency have credited the client speaks volumes as well.

Client: Budget Eyewear

Product: Contact Lenses

Title: blur

Media: Direct Mail

Country: Australia

Date: July 2011

Agency: Wunderman Sydney

Creative Team

Creative Director: Matt Batten

Head of Copy: Jason Stubbs

Art Director: Paolo Meucci

Copywriter: Theodora Geratikeys

Production:

Head of Production: Paul Hayes

Other:

Senior Account Manager: Rebecca Masterson

Marketing Manager, Budget Eyewear: Penny Parkinson

Campaign Manager: Budget Eyewear: Sokhey Khek