Vision Express opts for plain-speaking to promote service

Saatchi & Saatchi has unveiled its first work for the opticians, Vision Express, since it won the pounds 6 million account in April.

Saatchi & Saatchi has unveiled its first work for the opticians,

Vision Express, since it won the pounds 6 million account in April.



The campaign, which broke on Wednesday, is built around the line:

’There’s a revolution in sight’ and aims to position Vision Express as a

company that offers good service with no gimmicks.



The posters show a man with his fist clenched in a parody of a

revolutionary salute, towering above copy which explains the Vision

Express manifesto: ’No gimmicky offers. Clear pricing. Genuine one hour

service. No ifs, no buts money-back policy.’



Around 2,000 48-sheet posters will carry this message, with heaviest

coverage during the first fortnight of July. Later in the month, the

campaign will move into national popular and mid-market newspapers and

the regional press, continuing the revolution theme. It will be rounded

off with heavyweight TV activity towards the end of the month.



Saatchis’ Bill Gallacher art directed the campaign, which was written by

Richard Myers. Typography was by Roger Kennedy and photography by Liam

Kennedy (posters) and Matt Harris (press). Media is being handled by

Zenith Media.



Alongside the traditional media activity, Saatchis has arranged to beam

the line, ’The revolution is coming’, on to the side of the Houses of

Parliament after dark, and is also planning crop circles in the shape of

spectacles.



Des Taylor, group product and marketing director of Vision Express, said

the campaign aimed to raise awareness of the importance of professional

eyecare.



’For too long, the British public has been confused by optical retailers

with complex two-for-one offers and pricing policies,’ he said. ’We

believe it is time to stop the jargon and instead give our customers the

best quality at the best prices.’



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