Partner & Partner: Finding the Sublime in Detail
Through an integrated campaign by Partner & Partner, 18 certified members of Gesundheitsoptik are raising awareness about the importance of eye health.
The key visuals list many good reasons to take care of this sensory organ and try to inspire the reader with details. Each health optician could individualize the campaign and add their own reasons. The agency Partner & Partner was commissioned for the brainstorming, conception and implementation.
Whether the filigree pattern of a butterfly or the shimmering snow crystal on the window pane: Only with good eyes can you see what is fascinating in miniature. The current campaign by Gesundheitsoptik raises awareness of this and gives many good reasons why people should pay more attention to the health of their eyes. "At the same time, the campaign aims to convey competent opticians. Gesundheitsoptik, a label of the opticians' cooperative Team 93, which certifies regional opticians with many years of experience and thus has the necessary contacts" says Livia Sager, project manager at Partner & Partner. "The campaign makes the range and quality of health opticians known and differentiates them from optician chains."
At the center of the campaign are various short phrases that describe the world of details. The campaign subjects are intended for 18 members of Gesundheitsoptik. The special thing is that each of these opticians becomes part of the campaign and can adapt the key visuals individually with two or three of their own reasons. For example, the optician from Altdorf focuses on the surfer on the Lake of Uri. This draws attention to the local anchoring of the health opticians.
The campaign is accompanied by an online contest to win an Around the World ticket and instant prizes. The instant prizes will be available in health opticians' stores, where customers can also benefit from a 50 percent discount on an eye test. The month-long campaign includes ads, posters, online banners, various mailings and hanging boxes in public transportation.
Responsible at certification body health optics: Andreas Frey (Project Management Communication). Responsible at Partner & Partner: Benno Maggi (concept/CD text), Julia Gleichauf (art direction), Denise Nick (consulting), Livia Sager (project management), Caroline Schwander (production), Andreas Beugger (graphic design/animation).
