Luxottica uses 360-degree video to mimic childhood sight impairment
Worldwide eyewear giant Luxottica isn’t just about the most fashionable glasses – it’s also about prescription glasses and sunglasses, and eye health in general. Last month, one of its companies, LensCrafters (the biggest retailer of prescription glasses and sunglasses in the US) debuted a new creative campaign for its ‘Clarifye’ technology – a digitally advanced eye exam system that can help disabled children, amongst others.
The brainchild of creative agency Olson, a viral video was uploaded to a number of channels that uses the latest technology – 360-degree video – to mimic sight impairment in children, thereby demonstrating how Clarifye can help. You can watch the video below, but be aware that your browser may not support 360-degree video yet.
Vice president of Global CRM at Luxottica, Brian Venuti, said: “The 360 video was the outcome of several good strategic discussions between us and Olson. The goal was to not get lost in the shuffle and find a way to use technology, since Clarifye is a tech story, that helps tell that story and break through.”
Jim Specht, executive creative director at Olson, added: “The concept was connecting on an empathetic level with school-aged children who are having trouble seeing and how they would benefit from Clarifye. We thought, ‘how do we put the mother in the eyes of the child?' The 360 immersive-ness of that environment aligned well.”
The video has been well received by customers and patients, and the company is hoping it will make a real difference to the lives of sight-impaired children. According to LensCrafters, 25% of school age children suffer from some kind of untreated sight impairment. Given that an estimated 80% of learning is visual, that fact has wide reaching ramifications for these students’ futures.
According to Venuti, the video “tells the brand story in a way that sending an email can’t.”
He also adds that the success seen from the video is unparalleled in LensCrafter’s history: “We're over 200k views on all channels. This video has gotten the most play over any other video asset in LensCrafter history. I think it's a great example of where CRM as a function can put itself in a position to compliment the mass brand strategy.”
Dominion holds Luxottica in its Global Trends Luxury Fund.
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