Region & market Specific Awareness Campaign

Nirav Purohit | +91 9930 412 732

Lawrence & Mayo is India’s leading optician providing precision eye care solutions with latest technology since 1877

Lawrence & Mayo is a Multi Brand retail outlet offering services like precision eye testing along with curated products for eye care for entire family

Brand Pillars Lawrence & Mayo

Legacy of 137 years in optical solutions

Pioneers in leveraging new technology for eye care

Trendy, fashionable collection of quality Contact lenses, spectacle frames and sunglasses

OUR UNDERSTANDING

85% Age Group: 16 to 45

College going, Working, about to get married

15% Age Group: 16 to 45

College going, Working, about to get married

TARGET AUDIENCE

• Hindi Speaking Markets – Allahabad, Lucknow, Jalandhar, Indore, etc.

• Marathi Speaking Markets – Kolhapur, Pune, Nagpur, Nashik, Sindhudurg, etc.

Offline TG Reach Online TG Reach

31.5 lac 9.45

Offline TG Reach Online TG Reach

33.75 lac 10.12

MARKETS

Low awareness of Lawrence & Mayo having Contact Lenses

Fewer enquiries

Less walk ins and footfalls for Contact Lenses

THE PROBLEM

TO CREATE

OBJECTIVE

Awareness

Interest

Desire

Action

Awareness

Interest

Desire

Proposition: Styling your Eyes

Offline Online / Digital

Print Google AdwordsTVC FacebookRadio YouTubeOOH TwitterEvents & Activations Instagram

COMMUNICATION CHANNELSProposed

PRINT & OOH CAMPAIGN

Key Message: The print will focus on moving away form normal spectacles &switching to lenses which gives natural look and style.

Weekly 2 inserts in local newspapers for a period of 1 month with a budget of INR 20 Lac40 hoardings (4 to 5 each city) for a period of 1 month with a budget of INR 10 Lac

Headline1:CHASHME (BAD)DOOR!

Visual: A women confidently preceding a board meeting

Headline2:Har nazaar, Ab befikar!

Visual: A group of college students blurred with a College Girl Smiling With Confidence in the front and holding the camera for a group selfie

Headline3:Shararat bhi, nazakat Bhi!

Visual: A bride and groom are standing with the garland in hands. The guy looks wonder struck and just cant get his eyes off her eyes

Hindi

Foran jayeye Aapke nazdiki L & M Showroom Me!

Key Message: The print will focus on moving away form normal spectacles &switching to lenses which gives natural look and style

Weekly 2 inserts in local newspapers for a period of 1 month with a budget of INR 20 Lac40 hoardings (4 to 5 each city) for a period of 1 month with a budget of INR 10 Lac

Headline1:CHASHME (BAD)DOOR!

Visual: A women confidently preceding a board meeting

Headline2:Pratyek najaret aatmavishvas!

Visual: A group of college students blurred with a College Girl Smiling With Confidence in the front and holding the camera for a group selfie

Headline3:Phoolpakhranche rang Aata tujhya Najaret!

Visual: A bride and groom are standing with the garland in hands. The guy looks wonder struck and just cant get his eyes off her eyes

Marathi

Tvarit Bhet dya aaplaya jawal chaya Showroom la!

PRINT & OOH CAMPAIGN

TVC CAMPAIGN

Concept: The story will focus on 3 people 2 girls and a guy. All the three of them are holding onto their spectacles that are of poor quality and out of style. While going through daily life routine the try to mange their spectacles from falling, adjusting and occasionally even facing rejection because of the out of style design.

Cut to Visit to L & M Store and the guy and a girl get trendy spectacles frames and contact lenses that provide them with the glamour quotient. Now They all look cool and full of confidence.

This will be pictured on a jingle

Daily 40 inserts in News channels, local channels & local targeting on Music Channel for a period of 1 month with a budget of INR 25 Lac

Copy: Sarkat, dhadkat, Girat, bachat, ainak tum sambhlat…

Chachi, Bhaiya, Dadi, bhenji bulaye tum ko sab…

Kab tak is purane ainak ko rakhoge tum sambhlat…

Palat do apni kaya, dhal lo naye rang mein khudko aur banjao Popular!

Lawrence & Mayo laya hai Contact lenses ka Dhamal. Foran jayeye Aapke nazdiki L & M Showroom Me!

RADIO CAMPAIGN

Jingle: Will be adapted from the TVC jingle

RJ Contest: The contest will focus on which coloured contact lenses the celebrity has worn in the movie… for guessing the correct answer you win an L & M coloured lens..

RJ Announcements: Conversation between 2 RJ.RJ 1: Yaar mein na yeh chashme se pareshan ho gaya hoon. Pichle mahine hi iska glass toot gaya that aur aaj yeh frame.

RJ 2: Chill Yaar Contact lens kyon nahin pehnta. Dekh is se thuje koi pareshani bhi nahin hogi aur chashme ko sambhal ne ki jig jig bhi nahin hogi..

Lawrence & Mayo mein ja aur anek contact lenses mein se apni pasand ki lens le aa.

End Daily 40 inserts in local channels & local targeting for a period of 1 month with a budget of INR 15 Lac

EVENTS & ACTIVATIONS

Activity 1: 4D Projection Mapping to showcase the Lawrence & Mayo new Collection of lenses and Glasses in Major cities like Indore, Lucknow, Pune, Kolhapur.

The activity will not only be a good eye catching spectacle but will also see coverage from newspapers.

Activity 2: Promotions & free eye check up center in popular malls and locations. The promoter will provide free trial for contact lenses and on spot discount on lenses. Extending the VSP & RESP programs.

Activity 3: Walk the Ramp activity. Here the participants will be given unique make over with a contact lenses. and ask to walk the ramp created in the mall.

The total budget for the said activity will be INR 20 lac which will be spread over period of 1 month

DIGITAL STRATEGY

The digital communication strategy will focus on generating leads to the online store of L & M. The Channel used for lead generation will are

• Facebook• Google• YouTube • Twitter • Instagram

The total spend for the digital medium will be INR 10 lac

TOTAL MEDIA SPENDING

Media Total Spent

Print 40 lac

TVC 25 lac

Radio 15 lac

Events & Activations 20 lac

OOH 20 lac

Digital 10 lac

THANK YOU