Vision Run
- Brand
- Essilor
- Year
- 2016
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Houelbec
Objective
Essilor and its retail partner Optic 2000 needed a way to turn eyewear knowledge into store visits, so the campaign tested what players actually knew about the Essilor and Varilux lens ranges. It also worked to flip a common perception: instead of glasses as a limitation, the correct lens became the thing that gets the player through. Finishing the game funneled players straight into a lead form tied to their nearest Optic 2000 location, where a prize was waiting to be claimed.
Solution
Players first pick a track for their age bracket, under 45 or over 45, which loads a different set of vision scenarios and matching lenses, then start with three lives. Using the arrow keys, they run a low-poly character across a desert toward a distant oasis, racing against the clock. Along the way, obstacles throw up a vision challenge, and hitting the space bar opens a lens picker where the player has to grab the Essilor or Varilux lens suited to that moment. A wrong pick costs a life but doesn't end the run; running out of time before reaching the oasis sends the player back to the start. Reaching the oasis hands off to an entry form, where the player selects their nearest Optic 2000 store to be entered into the prize draw.
- 1
The player arrives at the "À chacun sa vue, à chacun son verre" promo site and is invited to play a free browser game with no purchase required.
- 2
Before starting, the player picks one of two tracks by age bracket (under 45 or 45 and over), which sets the vision scenarios and lens options that follow.
- 3
Each run gives the player three lives and a time limit to guide a bespectacled runner from start to an oasis, steering with arrow keys across a low-poly desert while dodging obstacles.
- 4
At each obstacle a vision or lighting situation appears - glare, a shift in light - and the player hits space to choose the Essilor/Varilux lens suited to it; a wrong pick costs a life but the run keeps going.
- 5
This lens-choice beat repeats at every obstacle on the route: three obstacles with three lens options on the under-45 track, four obstacles with four lens options on the 45-and-over track.
- 6
Runners who miss the time limit before reaching the oasis see the run end and are prompted to try again.
- 7
Reaching the oasis qualifies the player for a sweepstakes: they fill in an entry form and pick their nearest Optic 2000 store, with prize winners drawn afterward offline and collecting their prize in-store.
