The Resistance is Futile Award

for Most Daring Advertising Campaign (print, TV or radio advertising)

By
 

 


SVS VISION OPTICAL CENTERS

MOUNT CLEMENS, MICH.
WWW.SVSVISION.COM
OWNERS: KENNETH STANN, ROBERT G. FARRELL, JR., OD



SUBMISSION ESSAY…




“In 2012, SVS Vision launched its initial marketing campaign ‘Got bad glasses? Get good glasses.’ Our advertising strategy took us in a different creative direction from other optical retailers.

Our goal was to:

1) Create consumer awareness.

2) Promote SVS Vision as the place where customers can pick from a great selection of designer frames.

3) Establish SVS Vision as the place customers want to go to get their new glasses.

4) Create a strategic approach that the SVS Vision staff believes in.

In our TV spots, we placed cartoon characters wearing bad glasses in funny, problematic situations. We had the characters wearing ugly glasses or glasses that didn’t work well. In either case, they were wearing ‘bad glasses.’ The solution to getting both fashionable glasses and ones that help you see better is ‘good glasses’ from SVS Vision.

Our radio spots expanded on the creative concepts and provided our audience with numerous ‘positive side effects of wearing good glasses’ from SVS Vision. The spots take an edgy and humorous approach to how others might view the customer wearing ‘good glasses.’

SVS Vision began as an eyecare insurance provider in 1974. At the time, Ford Motor UAW members had to go to SVS Vision to get their glasses. Our campaign has changed the consumer impression of SVS Vision from a blue collar, industrial company to a fashionable retail company known for carrying the latest designer frames at affordable prices.

Our company, once known as being a place where customers had to go to get their glasses, has now transformed into a place where customers want to go to get their glasses. We accomplished all of this while growing our retail operations and without alienating our core customer base.”