Lasik MD is setting its sights on millennials with a new campaign that positions laser vision correction as the key to an inconvenience-free lifestyle and a lifetime of savings.
The brand, which operates 30 clinics across Canada and one in Syracuse, New York, developed the campaign and media buy in-house, with the exception of the digital media buy, which was handled by Montreal-based Adviso.
According to Darren Yaphe, senior vice-president of marketing at Lasik MD, the effort titled “Life Begins With Lasik” aims to educate potential patients of the long-term savings that laser vision correction provides over glasses and contacts.
“We hear from many of our patients that glasses and contacts are a hassle…from a lifestyle perspective Lasik just makes sense, it makes life easier…once you get Lasik, your life really begins, both from a lifestyle perspective as well as financially. Instead of throwing your money away on contacts you can put that towards other things,” said Yaphe.
The national campaign, which is also running in Syracuse, includes print, direct mail, OOH, radio, digital and social, along with a 15-second video running online and in cinemas. The video features young, attractive men and women engaged in a variety of activities such as kayaking, skydiving and partying on the beach. Creative drives consumers online where they can calculate their savings, learn more about the procedure and book a free consultation.
The brand, which runs campaigns every quarter, has focused on financial savings in the past, but “Life Begins With Lasik” marks the first time lifestyle benefits have taken centre stage. According to Yaphe, the average age of Lasik patients is dropping, from 37 years-old seven years ago to 31 today.
Lasik MD has 76% brand awareness across Canada among adults (18-40), who wear contact lenses and/or glasses, and approximately 70% awareness among the general adult population 18-plus.
Additional elements of the campaign are slated to roll out later this summer, and will include an Instagram photo contest and a video series from former patients detailing how their lives have improved after Lasik surgery.
“Life Begins With Lasik” launched May 4 and runs until August 2.
