Results - RightMinds

Carl Zeiss was known the world over for precision optics, but had little awareness in the United States for its superior progressive lenses and coatings. To change that, we knew that it was not only important to influence optical professionals who prescribed the lenses, but it was also important to drive consumer demand.

Solutions

Appeal to the fast-growing, upscale baby boomer market who was most likely to need progressive lenses

Utilize national talk radio programming that delivered a loyal audience of affluent adults 35 years of age or older

Recruit popular TV and radio personality Larry King, who was famous for wearing glasses, as a spokesperson

Leverage that relationship to extend reach by building in additional programming at reduced rates

Raise awareness of the campaign among a key group of optical professionals through promotional materials and co-op opportunities

Results

The Larry King campaign ran in high-profile talk programming broadcast on over 2,000 stations nationwide

The campaign generated significant positive buzz within the industry and gave Zeiss employees something to rally behind