Challenge
The enhancement of the brand reputation of OPSM as 'the optometrist of choice, now and in the future.'

Creative Strategy
The creative strategy hinged on the definition and identification of the retailer's market segments as being behavioural mindsets - comprising 'confident selector', 'anxious affordable', and 'fashion

browsers'.

Creative Idea

It's all about you.

The ROI
A consistent platform for all OPSM brand expressions and experience was established, based on recognition and respect for the needs of individuals and their lifestyle preferences.