CHALLENGE: Australia’s largest eyecare and eye wear retailer, OPSM was having its market share challenged by Specsavers. OPSM tasked Sefiani to create a differentiated positioning that would turn the traditional retail model for optometry stores on its head. The launch needed to capture the imagination of media and customers, and position OPSM as a leader in retail.
STRATEGY: Sefiani worked with OPSM’s owner Luxottica, the world’s largest eyewear group, to launch a new lux flagship store with designer eyewear to suit everyone, and positioned it as the future of retailing. We staged an exclusive gala launch on site with high-profile Melbourne public figures, celebrities and media. We also engaged futurist, Dr Ian Pearson, to give his stamp of approval.
IMPACT: A total of 180 guests, including 40 journalists, attended the cocktail party, and 3AW hosted its morning show from OPSM eye hub with influential celebrity Ruby Rose. In addition, primetime coverage reports featured on top-tier television news programs in Melbourne and nationally. We had a #opsmthefuture tag for the event and encouraged guests to use it to reach their networks.