In late 2021, with only a 4% brand awareness in the market, Bailey Nelson identified a need for a piece of higher level brand awareness content to sit at the top of the funnel to attract and capture the attention of new customers. The campaign needed to be simple, elegant and tell of Bailey Nelsons USP's - quality, stylish glasses at a great price.
With our brand motto of 'Bringing the Joy to Eyecare' - 'Glasses You Don't Want to Take Off' was born and the premise was simple, using an insight gained earlier in the year that 'people don't like wearing their glasses because they're cumbersome, often getting lost, bent, crushed, etc. And often times people prefer how they look without them'. We flipped this insight upside down, speculating ‘What if the glasses are so good, people wouldn't want to take them off?', what would that look like? Thus the idea was born. Bailey Nelson glasses are so good, that you just won't want to take them off, rain, hail or shine.
Created with the team at Bailey Nelson.