Championing the Independent with ZEISS

We’ve worked closely with ZEISS UK & Ireland since 2022 to create, develop and subsequently evolve their Championing the Independent platform. This long term initiative highlights ZEISS’s commitment to supporting independent opticians, a concept that has now been adopted globally.

This B2B activity targets both prospects and existing partners with a view to converting competitor-loyal customers into ZEISS advocates, and build greater equity with existing ECPs, encouraging them to expand their use and adoption of ZEISS products.

Following two previous successful campaign phases, we looked to evolve our creative positioning based on extensive research, and feedback from our target audience. We wanted prospects to see themselves as a ZEISS partner, and visualise how ZEISS’s extensive range of support and range of product could help their business thrive, and meet its specific ambitions. Where they may have thought in the past it wasn’t right for them, we encourage ECPs to Look Again At ZEISS.

Research had directed that imagery should stand out from other ZEISS consumer activity. ECPs were also more keen to hear from peers and other business owners that could empathise with their own business needs. We continued to work with real ZEISS partners, this time capturing their verbatim success stories thanks to their partnership with ZEISS. Furthermore, creative shifted from a more corporate look to a warm tone, and showcased a range of practice types reflecting the true breadth of the ZEISS customer.

Activity is running across Paid Social and via Direct Comms.

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Championing the Independent with ZEISS

Hitting it off with the Bears

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