Background

traffic was retained to:

• produce bilingual consumer advertising;   
• create a bilingual consumer web site; and,
• design and produce a series of English and French posters promoting the launch to practitioners and patients.

Design Goal and Objectives

To introduce the launch of Crazy Lenses both to practitioners and to patients:

• Convert contact lens wearers to Crazy Lenses from the competition;
• Educate practitioners as to the value of Crazy Lenses to their practice; and,
• Talk directly to targeted consumers and inform them about Crazy Lenses.
  
  Challenges

To effectively launch Crazy Lenses a number of challenges needed to be addressed:

• Practitioner interest in this category was lower than traditional contacts;
• Competitors were more established in this category and had dedicated large marketing budgets to this product group;
• Consumers in this target group were hard to reach and very selective of   advertising messages.
  
  

Design Solution

Crazy Lenses were a fun and youthful product that allowed consumers to change their eyes depending on their mood. traffic designed a series of 4 ads that were placed in targeted youth publications in the Toronto and Montreal markets.

The design of the campaign was themed around the idea of a comic book to both appeal to a youthful market and to highlight the fun nature of changing your eyes.

The ads directed consumers to a web site created by traffic, where more specific
information about the lenses was presented.

Results

The Campaign launched October 3, 2002, in time for Halloween. It was then picked up by WALMART optical and feedback from partners and retailers was extremely positive. traffic launched the Crazy Lens campaign in UK and Europe in the Fall of 2004.