The US premium optician, Lenscrafters, hired > large to create an online marketing tool promoting their new lenses made lenses with Scotchgard Protector. Research suggested that a conventional microsite would not effectively reach the target audience. As a result >large developed an online, TV standard infomercial that sits within the LensCrafters corporate site. The microsite promotes FeatherWates Complete lenses and then pushes users towards a store-locator to set up a one-on-one demonstration.

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• • Rich media Infomercial
  • The target audience was the "Suburban Sophisticate" - female, 35-54, married with kids, with a strong personal sense of style. She is the gatekeeper for her family – she makes all of the major purchase decisions & has the last say. She wears glasses & influences all eyeglass purchases. The challenge; she uses the Internet but is more receptive to traditional TV advertising.
    
    
    
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