Australian eyewear business OPSM has launched the largest marketing campaign across Australia and New Zealand since pre-COVID.
Called ‘Everyday Excellence’, the campaign will showcase four people in their real-life professional roles, with all campaign material being shared through television as well as a 360-degree omnichannel campaign through touchpoints within OPSM stores, its online portfolio and across other marketing channels such as social media.
OPSM is owned by international eyewear conglomerate EssilorLuxottica, which operates over 18,000 stores globally across 80 direct-to-consumer brands.
EssilorLuxottica VP of marketing in AU/NZ Kate Boulos said OPSM’s latest campaign is the biggest marketing investment for the brand since pre-COVID.
“We see this as a pivotal point in our brand journey to share with Australian and New Zealanders the positioning of the OPSM brand, telling the story through talent who excel in everything that they do.”
The four talent acquisitions for the campaign include Australian chef Nornie Bero and Hunter Valley winemaker Angus Vinden, alongside New Zealand skate and streetwear designer Chey Ataria alongside beekeeper Jess Curtis.
In the campaign images, they are captured wearing a selection of styles from OPSM latest designer collections including new optical frame releases from Oliver Peoples, Ray-Ban, Oakley and Vogue Eyewear.
Boulos confirmed the campaign is currently across catch-up and digital TV, outdoor media, social, digital and radio, CRM and across the OPSM website.
“In the second phase of the campaign, we will look to extend into additional media channels,” she said.
Boulos added that the campaign has been in the works for over 12 months in partnership with its Milan-based creative and communications teams.
“The key highlight would have to be seeing how the talent were able to share their story and journey to success through the video and still content that we were able to capture,” Boulos said. “It’s visually such a beautiful campaign and expression of the OPSM brand and heritage.
“Eye health is an essential part of everyday life and eye care plays a leading role in allowing people to see life to the fullest, follow their passion and look for what excellence means to them.”
OPSM opened its first store in Sydney in 1932. Since then, it has grown to over 400 stores nationally in both Australia and New Zealand. As well as selling exclusive ranges of optical frames and sunglasses, the brand also offers eyecare services.