I was quite impressed with this concept. How often do you think in your lifetime about getting an eye test? What are the odds of you going out to get a new pair of glasses if you deem the old ones still OK?

The above ‘eye exam’ is actually a leaflet advertising an optometrist’s service. It tells the ‘contacts’ that several months ago they had made an appointment and asks them if they are satisfied with their sight. As a result of this ‘mandatory exam’, people reading the leaflet automatically took the eye test, 12% of the contacts fixed up appointments. An ingenious way to advertise. Wot think?

Agency - Proximity BBDO (Belgium)

Source139438