A relaunch without the founder’s face
Strategic & Data Planner, Account Manager
For forty years the brand had its founder’s face. In 2022, Alain Afflelou handed the company to his son, and MAGIC had to be relaunched without him.
MAGIC, lenses that clip onto an existing frame with magnets, had been on the market since 2019. It needed a second wind, and in the same move the brand had to exist without the face that had carried it for four decades.
One frame, one population.
Diagnosis
Each lens answers a use, each use a population: blue light for people at a screen all day, polarised lenses for those who live by the sea or in the mountains, driving, sun. The same populations, found again in every Afflelou market.
Platform
Afflelou’s folly and invention, without a word.
The brand keeps what has always carried it, nerve and play, and hands them to the image. Each frame gets its positioning and its story, which BETC’s creatives turned into scripts.
A dance film, then a campaign for each frame.
Campaigns
The film, directed by Dean Alexander: dancers who change setting, colour and outfit with every clip, on Brahms’ lullaby turned into an electro hip-hop break. Alain Afflelou appears for a single clip. Then the rollout on television, outdoor, digital, press and social, in France and abroad, broken down by frame, by store and by franchise.
sales in one year, client figure
Sales up 35 per cent in a year.
Sources La Réclame · Afflelou, 09.2022
A product the whole category went on to copy
The account won by BETC
Three more years with Afflelou, Tchin-Tchin included