Bespectacled animals... the new faces of Visique

Visique is launching a bold new advertising campaign using bespectacled animals to inject some light-hearted relief into the somewhat clinical New Zealand optometry sector.

The 100% Kiwi-owned and operated business launches its ‘See the Difference’ value proposition on TV (May 10) using a range of bespectacled animals including a rabbit, native gecko and sheep to encourage people to look after their eyes.

The new brand platform will also run across online, radio and print nationwide.

Visique General Manager Pete Campbell describes the new direction as exciting and unique for the optometry sector. “We’re all geared up to make a bit of noise in the market and grab people’s attention with something that’s a little left of centre, yet still very much communicates the importance of looking after your eyes”.

Creative agency Republik developed the campaign designed to educate people about the importance of eye health in an entertaining and engaging way.

Republik director Craig Abbott describes the ‘See the Difference’ value proposition as refreshing saying it provides strong, memorable differentiation whilst demonstrating Visique’s core values.

“Visique wanted to bring a level of light-heartedness and memorability to a crowded category where it’s difficult for people to distinguish between various operators. Our new brand direction delivers serious messages in a friendly way, making it easy for everyone to understand,” says Abbott.

“Like using a sheep to deliver the message about Visique being 100% kiwi owned and operated, or a gecko to talk about the latest technology in lenses, this brand platform gives us a range of key messages that naturally fit, not only with Visique’s proposition, but with the unique traits of each animal.”

Visique has been at the heart of New Zealand communities since 2000, with 68 locations nationwide which are owned and operated by independent qualified optometrists.

“Republik have a great understanding of the market and the New Zealand optometry industry which is essentially why we are working with them,” says Campbell. “From the get go, they have been able to connect with the brand and use their insights to deliver impressive experiences that our consumers are looking for,” says Campbell.

Campbell expects the new-look Visique to help with future growth.

“We believe New Zealanders will respond positively to our new brand direction, which is so unique to the sector. If we can educate more people about the importance of getting their eyes checked, at least every two years, then our campaign is doing its job.”

The ‘See the Difference’ value proposition launches with a “Quality of Sight” campaign which focuses on educating people on importance of thorough eye examinations.

For more information visit www.visique.co.nz

Quality of Sight
To encourage Kiwis to have regular eye tests, Visique is giving customers the chance to win an Air New Zealand Mystery Break for two between the 16th April to 30th June 2012. For more information visit www.visique.co.nz

About Visique
Visique is 100% Kiwi-owned and operated and has been providing New Zealanders with quality eye care since 2000 through its network of 68 locations nationwide from Auckland to Otago.
Visique offers a wide range of designer eyewear with local and international brands including Michael Kors, Calvin Klein, Nike, Tom Ford, Guess, MODA and Kate Sylvester. Visique has a wide selection of optical frames, contact lenses and sunglasses for men, women and children.
Staying true to its core values, Visique takes pride in offering the best possible quality eye health and delivering genuine care and value for money throughout New Zealand communities.

Republik
Republik is an independently owned advertising and communications business based in Freemans Bay, Auckland with an office in Sydney, Australia. Republik is a full service agency boasting a client list of blue chip brands such as Microsoft, Xbox360, Peugeot, Chrysler Jeep Dodge, Waikato University, New Zealand King Salmon, Fuji Xerox and Intel.

Republik won Fairfax AdMedia Indie Agency of the Year in 2009, was a finalist in 2010 and has since won multiple local and international awards. Recently Republik has had success at the Caples awards in New York winning two gold awards for Fuiji Xerox.