How VisionOttica focused on Gen Z, getting a clear view of 976 new leads in less than 30 days

Struggling with the blurry lines of high Cost per Lead? Set your sights on this illuminating example of an AR-powered campaign launched by VisionOttica, an Italian leading optician brand, that wanted to capture the attention of Gen Z and Millennials.

What will you learn from this customer story:

• How VisionOttica set its sight on success
• Overcoming obstacles: VisionOttica’s need of a path to younger customers
• How VisionOttica transform their strategy to bring clarity in Marketing 
• Beyond the Lens: exploring the impact of AR in the optical industry

VisionOttica’s sights were set on attracting a fresh, younger demographic – Gen Z and Millennials – but they were struggling to keep these customers in their field of vision.
The challenge? Create an omnichannel experience that would seamlessly connect various brand touch-points, leaving a lasting impression on these consumers.

In short, VisionOttica needed a way to engage with younger generations without coming off as a foggy-eyed, out-of-touch relative trying to sport the latest trends.

VisionOttica turned to Aryel, our no-code suite for Augmented Reality marketing campaigns, to bring clarity to their approach.

To tackle this challenge head-on, they launched an eye-catching “Catch the item” game using our state-of-the-art WebAR technology: they distributed the game both offline – in stores – and online – on social media – creating an experience that had their target audience hooked, line and blinker.

As players entered the AR game, they were greeted with a quirky assortment of falling objects: stylish pairs of glasses, jolly Santa Claus icons, and even the occasional sneaky Grinch.
Users had to keep their eyes peeled and intercept the cascading glasses and Santas to rack up points. But beware the devious Grinch lurking among the festive items: catching the grumpy green character would cost players valuable points, adding an extra layer of excitement to the game.

With this clever mix of fashionable eyewear, holiday cheer, and a dash of mischievous fun, VisionOttica created an irresistible game that had players of all ages hooked and coming back for more.

The campaign was a resounding success, generating +976 leads in less than 30 days. The cherry on top? A stunning 75% of these fresh leads were aged between 16-34 years, proving that when it comes to engaging younger generations, sometimes all you need is a clear vision and a little AR magic.

This eye-catching campaign not only refreshed their customer base but also resonated with a notoriously hard-to-reach audience, transforming them into loyal brand enthusiasts.

As the world of technology continues to evolve at a rapid pace, the optical industry (with many other retail sectors) has found itself at the forefront of innovation. Augmented Reality has proven to be quite effective at transforming the way consumers interact with eyewear and eye care providers.
But the benefits of AR go far beyond flashy marketing campaigns and immersive games.

In an industry where fit and style are paramount, AR enables customers to virtually try on glasses, sunglasses, and contact lenses from the comfort of their own homes.
This cutting-edge technology not only saves money for both the consumer and optician – an example of this would be reducing the space needed to stock the inventory – but it also ensures a higher level of satisfaction with the end product, removing frictions during the buying process.

Moreover, AR is revolutionizing the way eye care professionals diagnose and treat various eye conditions. With advanced visualization tools, optometrists can provide patients with a clearer understanding of their ocular health and develop more personalized treatment plans.

Ultimately, Augmented Reality is providing the optical industry with a clearer vision for the future. By embracing this groundbreaking technology, businesses like VisionOttica can not only attract and retain a wider audience but also improve the overall customer experience – proving that sometimes, the best way to see beyond the lens is to look through the eyes of innovation.

Ready to see things in a whole new light? Check out how to gamify your next marketing survey on Aryel’s blog and let your marketing shine!