Sears Optical

Think eyewear is all about fashion? Not according to ethnography research. Apparently, Sears’ customers care more about what they see than how they look. A promotional campaign was developed to focus on how proper eyewear enhances your life and makes special moments clearer. The “Put Life In Focus” national campaign was supported by :15 television spots (tagged with seasonal promotions), consumer print, collateral and point-of-sale. As a result, Sears experienced a 23% increase in sales, and a dramatic increase in overall profitability.

Agency: Ten United. Creative Team: Ray Fesenmaier.