ZEISS says ‘Scan for Clarity’ in witty, vision boosting newspaper ad campaign

ZEISS India has introduced its first ever interactive newspaper advertising campaign, unveiling the newly introduced DuraVision GoldUV lens with a groundbreaking combination of print and online media. Named "See and Be Seen More Clearly," the campaign was published on the front page of The Times of India as a strategic shift towards innovating consumer interaction in the field of vision care.

With the addition of a QR code on the print ad, ZEISS transforms a traditionally static platform into an immersive digital experience. Scanned, consumers are taken to a 15-second video demonstrating the lens's distinct advantage, water repellency, dust protection, smudge resistance, and improved durability. The communication is simple and snappy: "The text isn't blurry, your lens is. Scan for clarity."

The campaign boldly confronts the prevailing myth that blurred vision is solely an eye problem, changing the focus to lens quality as the primary determinant of visual acuity.

ZEISS India Head of Marketing Vision Care Ritesh Dwivedi said, "Innovation powers everything that we do at ZEISS. This campaign puts our guiding value into action by beautifully combining traditional media and digital narratives."

The campaign speaks to the daily annoyances of spectacle wearers, glare, smudges, scratches, and UV exposure, and positions the DuraVision GoldUV lens as a trusted, high-performance solution.

With this innovative interactive platform in the Indian optics market, ZEISS not only highlights innovative product advantages but also changes the way brands interact with customers in a compelling way using print media in the digital era. 

Let’s go through several benefits of creative newspaper advertising:

More Noticeability and Impact: 

Creative ads manifest eye-catching designs and formats that are unique and, hence, are more noticeable with a strong impression and high message retention.

More Engagement: 

Engaging visuals and interactive elements, coupled with compelling stories, draw readers into the ad and encourage them to spend more time with the ad and do something about it.

Different from Competition: 

Innovative and different advertising separates a brand from others and delivers a value different from others, thus strengthening brand identity.

Better Brand Perception: 

These creative ads help communicate the messages of innovativeness and sophistication; hence, the brand's reputation and customer brand loyalty are enhanced.

If you want to create innovative newspaper advertising campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.