Initial situation
UNITED OPTICS is a merger of leading Austrian und German opticians who, as technical and stylistic experts, guarantee the perfect and individual visual experience. The umbrella brand was founded in 1993 and stands for the successful symbiosis of the highest international standards and regional, personal support. A new and appealing advertising line now invites customers to visit their UNITED OPTICS partner – a bit of a fresh breeze included.
Strategy
Divorced from old ways of thinking, REICHLUNDPARTNER developed a brand image that expresses the expertise of UNITED OPTICS in a modern und stylish way. Vivacious people in everyday situations convey a positive mood; a consistent “your/our” wording speaks to the customers directly. The individual motives and headlines are matched to the varied target groups. The many services are condensed to the claim “brand diversity at the best price” – this leaves more scope for an emotional, motivating design. Passion for the area of expertise, catering to the individual needs of each customer and the additional security of an offer that is unparalleled in its pricing – these UNITED OPTICS core values are communicated in all advertising material.
Implementation
A compellingly designed media mix ensures an effective brand presence – from flyer magazines to radio spots and trend films to online promotions. The hearing acoustics sector is attended separately and is tailor-made for the target groups. The advertising material is devised in a way that it harmoniously combines the umbrella brand’s values and the regional partners’ individual communication while at the same time being easily adaptable to the partners’ needs. The new look presents UNITED OPTICS as the feel-good optician per se across all communication channels.
