Seeing myself writing for a big company
A case study for my speculative work for Lenscrafters
Challenge
Customers are increasingly looking for personalized products. The market is becoming increasingly saturated with similar products and establishing a unique value proposition is an obstacle.
- How can an ad differentiate it's product and offer the choices that consumers want?
Process
To address this need I decided to combine my own experiences with buying glasses with the market research I had done into different eyeglass companies. I wanted to position Lenscrafters as both a novel and transformative identity technology, but also a sound financial investment of health protection.
Solution
To create a sense of brand differentiation I created an ad that would first and foremost attract attention with an attractive face and the use of personal pronouns: "We see you." From here we ask a question to engage the reader and get them thinking. Once they are engaged we introduce the unique value proposition: a protective and premium health investment.
The next ad was to be succinct and introduce the sense of transformation and fulfilment that comes from personalizing the self. We wanted to give the consumer the experience of the curation of their identity when they walk into the store, and by choosing from a wide array of glasses they are not only improving their vision to meet their unique corrective needs, but also having a secure way to express themselves. I wanted to combine novelty, transformation and a visual metaphor, and that's why I chose the headline "Come See The New You."