Rodenstock unveils its "Perfect Moments of Vision" with international communication activities to mark its 140th anniversary. The 360° campaign includes year-round TV sponsoring and uses digital communication complemented by print and out-of-home. High-profile initiatives will furthermore ensure maximum visibility with opticians and cross-media consistency. Responsibility for the campaign lies with Serviceplan Campaign, the lead agency of the tradition-steeped company. The campaign launches officially in the B2B sector on 1 April.
A rare exhibition was also launched in the MUCA museum of urban and contemporary art in Munich and a book published together with the teNeues publishing house under the motto "How we see the world", offering interesting and new insights into the company's history.
Munich, 30 March 2017 — Following an initial campaign phase during the opti trade fair in Munich (28 to 30 January 2017), addressed primarily at opticians and representatives of the press, the consumer-focused image campaign of the tradition-steeped Rodenstock company kicks off on 1 April.
"The anniversary campaign represents another step forward for us in advancing the emotional appeal of the brand. We will present the impressive history of Rodenstock in an extremely modern way and give the brand additional depth and therefore relevance", explains Kilian Manninger, Vice President Global Marketing & Communications.
The communication activities focus on classic moments defined by perfect vision and looks. The five central motifs used internationally showcase different Rodenstock products, recounting the individual stories of the people portrayed in each instance in different situations.
A further core element of the campaign is a film, which will be used online as well as at the point of sale in different formats. The campaign protagonists are again portrayed in the perfect moment for each individually – with and thanks to Rodenstock.
The interactive anniversary website acts as the central digital platform while print ads will run in various specialist media, such as the "eyewear" magazine as well as "Augenoptiker", "DOZ" or "EYEbizz". A differentiated content strategy in Rodenstock's social media channels will target end consumers specifically throughout the year with relevant contents. Rodenstock will also focus on TV sponsoring on broadcasting channels such as Sky. Attractive packages are available for opticians for the point of sale for the entire customer journey – from shop window to shelf to checkout.
"Developing an anniversary campaign together with our customer Rodenstock, which stands out creatively, runs throughout the year, meets the needs of end customers but also opticians and corporate partners and which not only broadcasts but also involves in an intelligent manner was a real challenge. We are very proud of the excellent outcome we have achieved", says Florian Strauss, Managing Director Consulting at Serviceplan Campaign.
Alongside him, Sandra Loibl (Creative Director) and Ricarda Jacob (Consulting) are co-responsible for the activities at Serviceplan Campaign. The contact at Rodenstock is Kilian Manninger, Vice President Global Marketing & Communications.
Rodenstock also initiated an exhibition itself during the course of celebrations called "How We See the World". Running from 29 January to 5 February in Munich's new art hot spot, the "MUCA museum of urban and contemporary art, the exhibition brought to life the history of vision. A book of the same title was also produced in collaboration with the publisher teNeues. In it, some previously unpublished images and stories build an entertaining historical cultural and technical bridge from the inception of glasses through to visionary designs for the "perfect vision" of tomorrow and beyond.
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