The eyecare industry is a bit of a sham. With one huge company enjoying a monopoly on most all of the designer names, and making the rest of us pay top dollar for frames that really only differ by the name on the temple. This combined with all the high-fashion drama, waiting, and the hoops retailers make you jump through makes getting a new pair of glasses a chore. Recognizing this, Stanton Optical set out to disrupt the category by offering an approachable process with great-looking frames at even better prices. Which created our challenge: how do you break through the consumer apathy of a homogeneous category, do something memorable and challenge the big names already dominating the market?
Our approach was simple: hold up a mirror to the category and let the absurdity speak for itself. We told the story of Stanton’s “designer looks without the drama” by personifying and focusing on the over-the-top personality of one of the eyewear industry’s biggest divas. Enter Macula, the megalomaniacal eyewear designer who’s obsessed with the upstart Stanton— the cause of massive disruption in the industry he’s had a stranglehold on for years.
We launched with a blitz of TV, social, OOH, in-store and print showcasing the epic, one-sided feud between Stanton and Macula, which contributed to a 30% YoY growth across all stores. All while voicing the consumer’s frustration at the petty tyrants who have priced good-looking prescription glasses at a premium, and successfully positioned Stanton as the brand on the side of those who want a ridiculously good look at a price that isn’t absurd.