Marchon: The Kid's Optical Table

Credits & Description:

Advertiser: MARCHON
Agency: BCUBE
Category: Point of Sale
Ceo/Executive Creative Director: Francesco Bozza (Bcube)
Graphic Designer: Matteo Fabi (Bcube)
Account Director: Paola Borroni (Bcube)
Marketing Director: Valentina Nardini (Marchon Italia)
Associate Creative Director: Sergio Spaccavento (Bcube)
Copywriter: Andrea Bomentre (Bcube)
Client Creative Director: Arturo Dodaro (Bcube)
Art Director: Matteo Fabi (Bcube)

Client Brief Or Objective
1 child on 4 has vision problems between 4 and 6 years of age. The real problem is that many parents are unaware of them because they don’t recognize the signals. On the occasion of World Sight Day the eyewear brand Marchon wanted to raise the awareness among parents about vision problems that affect children. But kids that age still can not read, and therefore our task was to create a tool to give to Marchon optician stores, to control the sight of children.

Implementation
We have created an optical table where instead of letters we have included elements easily recognizable by children. In this way, even parents of children who could not read yet, had a tool for monitoring the sight of their children. We set up tables in Marchon optical stores and also in some of their shop windows, inviting parents to check the sight of their children. Because a child who does not see is a child who does not learn.

Outcome
Only in the first month in which the kid’s optical table was present, in the Marchon optical stores more than 3,500 children were visited, with an increase compared to previous months by 70%.Among 3,500 children visited the opticians have experienced vision problems on 25% of them. In this way, we decreased vision problems for many children and increased the sale of glasses in Marchon optical stores.

Brief Explanation
The solution was a new optical table, where we put images that children can recognize, instead of letters. Our task was to increase the awareness among parents about vision problems that affect children, through Marchon optical stores, starting from the World Sight Day.