'Discover the difference. Wear it, see it' – The New Global Marketing Campaign

Aalen, Germany | 26 April 2021 | ZEISS Vision Care

Launched in 2019, the modern all-day lens portfolio ZEISS SmartLife represents a novelty, offering wide fields of view across all distances and in all directions. With excellent peripheral vision ZEISS SmartLife Lenses address today's needs of spectacle lens wearers. This central product advantage – the wide fields of view while being connected and on-the-move – is the focus of the new marketing campaign illustrating that life is much more than the screens in front of us.

“Constantly switching between digital devices and the world around us is challenging for our eyes. Our new marketing campaign therefore focuses on one key benefit: ZEISS SmartLife Lenses allow wearers to discover the difference through wide fields of view while they are connected and on-the-move,” explains Zander Hattingh, Vice President Global Marketing at ZEISS Vision Care. The campaign slogan ‘Discover the difference’ invites spectacle lens wearers to open up their own field of view and effortlessly switch between online and offline, near to far, whether indoors or outdoors. The creative concept behind it is an ‘open up’ idea that shows spectacle lens wearers of different ages. Thanks to their ZEISS SmartLife Lenses, their field of view opens up, and they realize that they are in the middle of an unexpected, exciting and unique scenario.

The concept behind 'Discover the difference. Wear it. See it.' is implemented in a 360-degree campaign. It features four personas of all ages in different 'discovery' stories that address the complete ZEISS SmartLife Lens Portfolio for all ages. The campaign aims to support eye care professionals in their stores and during consultations and raise consumer awareness. Therefore, components of the global marketing campaign include various promotional materials such as window displays or consumer brochures and product and campaign websites. A special focus is placed on online marketing tools including the supporting social media campaign, which will be launched on all ZEISS Vision Care channels from early summer 2021. The materials are already available in the ZEISS Marketing Shop for ZEISS partner opticians. 

"Since the launch, our new product portfolio has generated high demand worldwide. With our new 2021 campaign, we build on that success and leverage it with a new communication angle that emphasizes life enhancement and making a difference through wide fields of view, driven by cutting-edge optical innovations," adds Hattingh. 

^{SmartLife is a registered trademark of Carl Zeiss Vision GmbH.}