- Idea Category: Advertising
- Project name: Look Grand Buy Smart
- Brand Name: GrandOptical
- Client: GrandVision
- Service/product category: Optical Retail
- Date: March 2019
GrandOptical is part of the GrandVision Group, one of the largest manufacturers and retailers of optical products in the world. In Greece, with the market shrinking and disposable income falling, GrandOptical had followed a discount strategy emphasizing low prices. Sales and traffic were declining, and research showed that there was limited brand awareness.
The Look Grand Buy Smart campaign
A new signature, establishing the value for money concept. Tenfour proposed that the value of the GrandOptical brand be increased through premium photography, advertising, and a new signature, aiming to increase brand awareness and image. Based on the consumer insight that Greeks value style, brands and modernity even if they cannot afford expensive goods, Tenfour implemented a 360 campaign that built the value of the GrandOptical brand. Shifting focus from the already well-established credentials of reliable service and quality optical products Tenfour has created a more contemporary, stylish image through premium lifestyle photography, events with fashion influencers and social media activation.