Opticana DM THE $500 CAMPAIGN by McCann Tel Aviv

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Industry Prescription Eyewear
Media Direct marketing
Market Israel
Agency McCann Tel Aviv
Creative Director Ido Ben-Dor, Nir Levi
Art Director Viki Gendelman
Copywriter Sahar Lewenstein
Strategic Planner Shira Levy, Merav Kanat
Released September 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: OPTICANA
Product/Service: EYE GLASSES
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/cannes/opticana.html
Creative Vice President: Eldad Weinberger (McCann Erickson)
Head of Content Development: Nir Refuah (McCann Erickson)
Creative Director: Ido Ben Dor (McCann Erickson)
Creative Director: Nir Levi (McCann Erickson)
Director of Web and IT Development: Niv Kantor (McCann Erickson)
Art Director: Viki Gendelman (McCann Erickson)
Copywriter: Sahar Lewenstein (McCann Erickson)
Client Vice President: Orit Rahmani (McCann Erickson)
Strategic Planner: Shira Levy (McCann Erickson)
Strategic Planner: Merav Kanat (McCann Erickson)
Account Director: Shahar Ben Naim (McCann Erickson)
Account Manager: Chen Biran (McCann Erickson)
Account Manager: Tal Israeli (McCann Erickson)
Account Manager: Noa Siton (McCann Erickson)
Web Designer: Shay Maya (McCann Erickson)
Flash Designer: Guy Zaban (McCann Erickson)
McCann Digital: Lion Dada (McCann Erickson)
Web Programmer: Dimitry Katz (McCann Erickson)
Web Programmer: Dan Efter (McCann Erickson)
Media placement: Interactive - Wrong URL - 10.9.2009

Describe the brief/objective of the direct campaign.
Opticana, one of Israels leading optical retailers, was looking for a digitally relevant way to reach new customers and renew contact with old ones. And since we have all misspelled a URL at least once in our lives and ended up in the wrong page, we thought that there might be something in this universal experience. We figured that we can suggest with a wink that the misspelling might have come as a result of short sightedness. Oh, and one more thing, we had to deliver all the above for $500.

Explain why the creative execution was relevant to the product or service.
Opticana has been one of Israels leading optical providers for over 20 years. Throughout this time Opticana has always committed to outstanding customer service. Reaching unaware visiually challenged customers was a new goal Opticana set itself. Since Opticana is testing the digital water they wanted to see if we'll be able to meet their goal with an extremely low budget of $500. Which added a challenge on top of the original challenge. Ultimately Opticana's $500/$500 Vision capitalized in an extremely relevant way on an internet phenomenon we're all familiar with and, as results prove, succeeded immensely.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We purchased similar URLs to those of the 10 most popular sites in Israel – for example, we bought NSN.co.il to resemble MSN.co.il. Whoever misspelled the URL was directed to Opticana’s dedicated microsite. At the microsite users were called to reevaluate their vision and were offered a free eye examination and an exclusive coupon for a discounted pair of glasses.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In the first two weeks hundreds landed at Opticana's microsite and dozens printed out the coupons. Overall, since the campaign launched, more than 12,000 users reached Opticana's microsite. Hundreds of them downloaded and used the coupons, leading to an amazing 15% coupon conversion rate. On top of the immediate success with our target audience we also received thousands of free media impressions in Israel and around the world. And the best part of it all? The whole campaign was launched for only $500, leading to an unheard of ROI in the optical retailer world and beyond.