Everybody knows the Nikon camera brand. What few Australians knew until fairly recently is that Nikon also make precision spectacle lenses. Faced with the issue of launching a Nikon lens onto the Australian market how does an advertiser achieve rapid consumer uptake and awareness without the benefits of a mass market budget?

Our innovative solution to the challenge involved annexing a host of alternative media in a campaign that enlisted optometrists Australia-wide to champion the brand.
The campaign allowed optometrists to buy into an involvement in the campaign at a level that suited their individual requirements, tailoring the package up front and over time.
The Nikon camera heritage was leveraged intensely throughout the campaign to the

extent of producing a dedicated consumer magazine featuring black and white photography from the stable of one of Sydney’s most highly regarded photographic galleries, point light. Other elements of the campaign included: consumer website, optometrist window displays, calendars, avant cards, mirrors, plaques, badges, posters, trade advertising, patient leaflets, authenticity cards, t-shirts

Three months after the campaign launch it had trebled growth in the demand for added value lenses. Having successfully and seamlessly evolved the Nikon brand from camera to spectacle lens it is now firmly entrenched as a high value, profitable lens in optometrists throughout Australasia.