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SOCIAL
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CHALLENGE:
Create multiple campaigns to launch ZEISS SMILE® laser eye surgery in Nashville. The go-to for laser-eye correction in the US is Lasik, with the majority unfamiliar with Zeiss Smile. The task was to establish credibility and trust with the Zeiss brand and to overcome the surgery fear barrier. In the area of scientific optics Zeiss has a world-leading reputation - our campaign needed to reframe that expertise to make it matter to the individual, and their eyes.
I wrote the copy for all 3 routes.
R1: VISIONARY EYECARE
Since the introduction of the very first pair of ZEISS lenses, we’ve invented, perfected and reimagined what’s possible when it comes to improving vision. And now, everything we've learned has helped us to create Zeiss SMILE®. The most efficient and effective laser eye surgery the world has ever seen.
R2: TRUSTED BY THOSE WE TRUST
It’s all in that moment. When sight saves a life, Or focus finds a cure. That split second that secures a victory, and makes history.
When clarity matters, everyday heroes depend on us. Corrective eye surgery that gives YOU the advantage. ZEISS SMILE®. Eyesight everyone can count on.
A FRESH OUTLOOK, SOONER THAN YOU THINK
"Goodbye" to the glasses that are never where you left them. “So long" to the joys of hunting for contact lenses. "Cheerio" lens cloth and saline solution. "Hello" Zeiss SMILE. Corrective eye surgery for a fresh outlook in as little as 72 hours. Your vision care can be hard work. With ZEISS SMILE it really doesn’t have to be.
