Consumer: Vision Express adds Gio Goi to range

Vision Express has historically had a client base aged 45 and upwards.

Specs appeal: Gio Goi range
Specs appeal: Gio Goi range

Campaign iRock
Client Vision Express
PR team DigForFireDMG
Timescale February-April 2009
Budget £25,000

The company wanted to attract younger customers and brought in the Gio Goi brand to do this.

Objectives

  • To reach out to 15- to 24-year-olds
  • To use online communication to build conversations
  • To showcase the Gio Goi range
  • To excite the target audience without alienating the 45+ clientele.

Strategy and plan

An online application called iRock was created - this allowed users to upload images of themselves and their friends choosing clothes from a pre-arranged wardrobe, selecting a background and a piece of music, then choosing a pair of glasses to wear to rock out. The application was put on relevant blogs, chat rooms, forums, Facebook, YouTube and gaming sites, as well as editorial sites such as Kerrang, Top Gear Forum and ATM.

A press pack was also created with the theme of a 'clubbing survival kit' containing iRock, images of Gio Goi frames and glowsticks.

Measurement and evaluation

Within ten weeks, there were more than 107,000 visits to iRock. The campaign achieved 26 pieces of consumer editorial coverage.

Results

Vision Express has seen a 50 per cent increase in its 15-24 client base since iRock was launched. The campaign has been nominated for two CIPR Pride awards.

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