Our goal with this new wave in Ofotert’s communication was to bring new color into the brand communication, to expand its target group and to overwrite the existing „giant and old company” brand perception.
In the beginning of 2013 – after winning the brand pitch – Ofotert started the new year with a brand new communication platform carried out by Saatchi Budapest. The basic thought of the strategy was „if you can’t see perfectly, funny and embarrassing things could happen to you”.
The first campaign, as the introduction of the new platform, was built on a promotional message called 3 for 1. The TVC contains of two parts: the image part to communicate the new strategy and the promotional animation to drive sales. In the storyline of the flag-ship TVC, called Crazy fan, we presented a moment where the main character, due to her vision distortion, is getting into trouble by running over a cardboard figure that she mistakes for a famous Hungarian singer. For avoiding these kinds of awkward situations Ofotert presents the solution at the end of the film: buy eye-correction products at Ofotert stores.