SYLVANIA has unveiled its new campaign “EYECARE by SYLVANIA,” which incorporates elements of a standard eye exam, the company announced.
The “EYECARE by SYLVANIA” campaign, a unique pop-up experience mimicking an eye exam was created to showcase how headlights, just like your eyes, benefit from routine care. Taking place at the Speed Vegas dirt track in Las Vegas, the “EYECARE by SYLVANIA” pop-up featured an interactive drive-through mimicking an eye exam.
The “EYECARE by SYLVANIA” pop-up experience featured a custom-built, first-of-its-kind automotive phoropter – similar to the phoropters used by optometrists – that showcased in a real-life scenario the difference between old bulbs and new bulbs. The pop-up’s proprietary headlight exam design housed two different SYLVANIA bulbs that could be switched on and off easily to demonstrate each bulb as compared to a vehicle’s current headlight bulbs. A custom eye exam chart and objects typically found on the road, such as road signs and deer, were placed at various ranges to help demonstrate the test.
“Connecting consumers to an aspect they recognize well, a routine eye exam, we designed the EYECARE by SYLVANIA headlight exam to demonstrate the importance of headlight maintenance and how much visibility is lost if you wait until burnout to replace your headlights,” said Erin O’Malley, director of marketing, SYLVANIA. “Our expert research has shown that headlight bulbs can dim over time – losing as much as 50 feet of visibility before burnout. This campaign allows drivers to experience the power of SYLVANIA headlights, first-hand, and in a completely new and unexpected way.”