Case Study: Product Launch
InView – Ridding the World of Reading Glasses

Situation

Max2o client InView was seeking to add patient volume by promoting its expertise in multi-focus LASIK, a treatment option for patients wearing reading glasses because of a loss in their near vision.  With a strong track record for this client using radio and outdoor media promotions, Max2o set out to create billboard and radio placements that would drive consumers to InView.  A four-page newspaper insert was also tested in this campaign.

Objectives

• Be the first vision correction center in Atlanta to aggressively market multi-focus LASIK as a solution to reading glasses
• Open InView to a new segment of the consumer market – people over 40 who are now wearing reading glasses
• Continue to position InView as the leader in vision correction in Atlanta

Strategy

• Max2o designed an integrated outdoor and radio campaign that worked together to promote the new procedure.
• Rotary billboards incorporated bright background colors and bold, whimsical visuals with the headline “Ridding the World of Reading Glasses.”
• Two companion :60 radio spots featuring humorous situations related to reading glasses were produced to further explain the new procedure.(Spot 1 | Spot 2)
• One radio commercial “Read it in the Paper” (click to listen) referred the listener to the four-page insert that appeared in the Atlanta Journal Constitution.

Results

While the newspaper insert was not shown to drive inquiries, the billboards and radio commercials once again proved very successful in generating volume for this client.