Concept Summary

Jury statement:
‘From product to solution, from net to store and from user to customer’ superbly integrates multiple channels in a campaign deploying the YouTuber Philipp Steuer to reach a younger target group. A well-deserved second place for an excellent campaign.

100% Digital – from net to store Hoya, one of the world’s largest manufacturers of glasses lenses, focuses on traditional and local opticians. All of its business activities aim to support the mostly medium-sized specialist companies – for example, in the face of intense competition with national chains and online suppliers. The aim of the “100% Digital” campaign for the Sync III glasses lens was to attract young, digitally aware customers aged between 18 and 35 to Hoya partners in bricks-and-mortar retail. At the heart of the campaign was the “digital-sehen” website, which includes an online optician search along with information on glasses lenses for the digital world. This campaign website was promoted via networked online marketing and social media activities, which offered incentives for visiting a local optician. Brand ambassador Philipp Steuer, a YouTuber and Digital Coach with his own community, took care of his own channels with posts and videos. A dedicated online marketing campaign run by Hoya promoted the topic on the portals and social media channels relevant to the target group. At the same time, the participating opticians were given text and image materials to push forward their own online activities. In addition, Hoya supported its partners with the provision of POS materials produced in a needs-based and environmentally-friendly way. Mailings, workshops at events, podium discussions and training opportunities supported the campaign on the btb side and raised awareness in the long term among Hoya partners of the importance of cross-media campaigns when targeting the younger age groups.