SUMMARY
Caddis seeks to enhance brand visibility among potential customers to establish a strong brand presence and preference when they require a reader. Based on research with eyewear users, we identified the demand for blue-light-blocking glasses due to their lifestyle of spending a long time on electronics. Caddis introduced #Block Out The Blue experiential marketing campaign; Featuring brochures with educational information on the harmful effects of blue light and the benefits of using blue light-blocking glasses. Along with paper card glasses-shaped cut-outs that could serve as clip-on attachments with blue light-blocking lenses to demonstrate the difference between wearing regular glasses and glasses with blue light-blocking lenses.
challenge
We identified a significant gap in public awareness regarding the health issues associated with prolonged exposure to electronic screens, such as digital eye strain and disrupted sleep patterns. Many consumers are not familiar with the protective benefits of blue light-blocking glasses. Recognizing this, Caddis has an opportunity to educate potential customers about the advantages of their products in mitigating these risks. By increasing awareness and understanding, Caddis can tap into the growing market demand for blue light protection solutions, thereby aligning its marketing strategies to both educate and attract consumers.
Outcome
To promote the importance of blue light-blocking glasses and to raise brand awareness for Caddis, we suggest the experiential marketing campaign called #Block Out The Blue. The campaign will feature informative brochures that educate readers on the harmful effects of blue light and the benefits of using glasses with blue light-blocking lenses. Additionally, the brochures will showcase glasses-shaped cut-outs that can be attached to regular glasses, clearly illustrating the difference between regular glasses and those with blue light-blocking lenses. The campaign aims to promote inclusivity, accessibility, and individuality, as everyone can find their next favorite pair of glasses at Caddis.
MEET THE Designers:
Yutong Jin
Jiaxun (Jessie) Zhang
Lian Song