VARILUX takes over PICCADILLY CIRCUS

VARILUX takes over PICCADILLY CIRCUS

Essilor® has launched a new eye-catching 3D billboard takeover at London’s iconic Piccadilly Circus for its Varilux® XR series™ brand.

The immersive video, which is running every 10 minutes from 6 October, uses the power of 3D visuals to capture the attention of passers-by and bring varifocals to life on the giant screen.

With thousands of Londoners and tourists passing through Piccadilly Circus daily, the campaign is expected to reach almost three million people during the week.

The video shows 3D imagery of the lens technology projecting from the screen and demonstrates the key benefits of Varilux® XR series™ including instant sharpness, even in motion¹ for wearers and comfortable near vision ¹.

Tim Precious, General Manager UKI at EssilorLuxottica, said: “We are excited to take over one of the world’s most iconic advertising spaces with this amazing display to raise awareness of Varilux® XR series™.

“The campaign will encourage passers-by to visit their local optician and experience the lens for themselves, helping them to ‘see more and be more’.”

Viewers will be encouraged to snap a selfie and share it on their social media channels using #Varilux.

The 3D billboard activation is part of Essilor®’s ongoing commitment to drive awareness of presbyopia and share its best Varilux varifocal lens² to a broad audience. It forms part of a wider media campaign running from 1 October to 2 November, featuring a video commercial across Amazon Prime, YouTube, and other online news platforms, as well as a month-long campaign on Hits Radio and Radio X during October.