Transitions Optical, the maker of innovative eyewear that adjusts to changing light and an industry leader for almost two decades, started the year facing a new era of increased competition and a tighter economy. The company turned to @havaspr to create an arresting campaign that reinforced its leadership position; showcased its strengths in innovation, technology, design, material availability and choice; and celebrated its long-standing industry partnerships. The campaign needed to set the stage for a new, revolutionary product announcement without revealing too much about the soon-to-be-released product.

Our campaign was branded under the overarching theme “Light Years Ahead” to underscore Transitions’ history of industry and product innovation and the R&D science based on light (UV) activation. Prominent teaser trade-ad headlines and a microsite asked the all-important question: “What’s Next?” Our work included all message development; a sales force presentation for partners, prospects and industry events; and trade and social media outreach.

The campaign created much buzz in the industry. Journalists wanted to know “What’s next?” and commented positively on the interest generated by the teaser campaign, which garnered 480,630 trade media impressions and 1,116,029 total digital impressions. There were also 3,893 interactions with the campaign-branded Facebook tab.