PARIS, FRANCE — By law, French opticians are required to offer free glasses to their customers, with the price of the medical equipment being taken care of by Social Security. Many opticians have taken advantage of this law by advertising “glasses for free” offers that are not really free and where customers have to chip in.
The French Health Department estimates that up to 17% of French people, especially those with lower-income, avoid getting new prescription glasses because of the cost, which amounts to 300€ for regular glasses and 600€ for glasses with progressive lenses.
That’s why French optician, Droit de Regard, is campaigning for glasses for all. The brand launched an offer for free glasses without any conditions. And these free glasses benefit from the same design, quality, and technology that more expensive models.
When free is not really free
To advertise this incredible offer, Droit de Regard decided to offer a free eye-test to passers-by. No chart needed here. The eye doctor uses the brand’s competitor billboards for the examination. Sure, everyone can read the appealing headline. But can they discern, even with an eye test machine, the conditions written in a small font?
Participants were in for a ride. First, they found out that national opticians bury their conditions in the smallest size of the text. And then they discovered that the advertised price was in fact a lie.
After the eye test, the passers-by were reminded of Droit de Regard’s new offer, really devoid of conditions and limitations.
CREDITS
Advertiser: Droit de Regard
Brand Manager: Lionel Cevaer
Ad Agency: BETC Paris
Agency Manager: Manon Mangaud
Executive Creative Director: Stephane Xiberras
Copywriter: Alexandre Girod
Art Director: Julien Vergne
Assistant Art Director: Mathis Payet
Traffic Manager: Nathalie Sanseigne
TV Producer: Jeremy Marsy
Strategic Planners: Philippe Martin Davies, Louis Chahan
Production Company: General Pop
Director: Augustin Lacap
Post Production Company: General Pop
