Digital advertising
INSTAX: Authentic moments that last
Social media management, influencer marketing, giveaways
Digital advertising
CLARUS: You need to go to Clarus!
Client:
Planeta d.o.o.
Brand:
Optika Clarus
Deliverables:
Creative concept, campaign strategy, graphic design, campaign content development, copywriting, print materials, media collaboration
Client:
Planeta d.o.o.
Brand:
Optika Clarus
Deliverables:
Creative concept, campaign strategy, graphic design, campaign content development, copywriting, print materials, media collaboration
Optika Clarus, part of Planeta d.o.o., is Slovenia’s leading optical retail chain with more than 30 years of tradition. With over 30 locations across Slovenia, Clarus offers the country’s largest selection of prescription and sunglasses alongside expert optical services. As part of the Fielmann Group, the company remains committed to quality, accessibility, and an outstanding customer experience.
Challenge:
Standing out in a season full of discounts
Spring is one of Clarus’ key sales periods, when interest in sunglasses and prescription eyewear significantly increases. But it is also the time when nearly every competing brand launches new collections, discounts, and “last chance” offers.
How do you remain relevant, different, and visible in such a crowded environment? How do you go beyond yet another generic “-25%” ad and actually motivate people to walk into an optical store?
We found the answer in an approach that connected both offer and storytelling. The campaign was built around relatable, everyday situations almost anyone could identify with, presented in a humorous and approachable way.
The goal was not only to drive purchases, but first to capture attention and spark a smile. The offer came second.
Strategy
Clarus did not want a campaign that would only make an impact for a day. They wanted something with longer-term value.
We developed a structured weekly campaign divided into three communication waves, all tied together by one consistent idea: first create curiosity, then offer a reason to act, and finally build urgency.
Instead of revealing the promotion immediately, we began with familiar situations anyone could relate to: awkwardly greeting the wrong person, grabbing an ironing board instead of a surfboard, reading the wrong sign.
The ads were designed as simple slices of everyday life — small relatable mistakes leading to the same conclusion every time:
You need to go to Clarus!
Once we captured attention, we gradually introduced the promotional offer. In the final days, the communication became more direct, with clear messaging about the limited duration of the campaign and strong calls to action.
Throughout all phases, we maintained a recognizable tone: human, approachable, lightly humorous, and consistently aligned with the brand identity.
Creative solution
The central campaign message, “You need to go to Clarus!”, became the campaign’s defining thread — simple, direct, and flexible enough to work both emotionally and commercially.
It acted as a call to action, but also as advice, commentary, or the punchline to every situation we portrayed.
The creative direction relied on humor and bold visual storytelling. We focused on everyday mishaps caused by poor eyesight or strong sunlight — from mixing up objects to awkward reactions in unexpected situations.
To enhance authenticity and relatability, we incorporated Clarus employees into video formats, adding a more personal and trustworthy dimension to the campaign.
The digital communication was further extended into physical spaces through intentionally misaligned posters and in-store visual interventions that drew attention precisely by referencing the issue at the center of the campaign: vision that needs refreshing.
Execution
The campaign included a wide range of communication channels:
- Digital advertising
- Video ads featuring employees
- Radio advertising
- Television commercial
- Flyers and posters with clearly presented offers
Result
The campaign achieved a strong response both in physical stores and across digital platforms.
The first phase successfully created an emotional connection and prepared the audience for the offer, the second wave drove purchase intent, and the final phase generated a clear push toward action.
We recorded positive audience reactions and increased brand visibility across digital channels.
Most importantly, the campaign achieved one of its key strategic goals: Clarus positioned itself not only as a place for discounts, but as a brand capable of speaking to people on a more personal and relatable level.
“You need to go to Clarus!” became more than a sales campaign. It became a reflection on how to sell not just glasses, but reasons for people to take better care of themselves. And if it made them smile along the way, even better.
