Interactive QR-based initiative promotes new DuraVision GoldUV lenses by blending traditional print with digital engagement.
ZEISS, a leader in optics and optoelectronics, has launched its first interactive print campaign titled “See and Be Seen More Clearly”, debuting on the front page of The Times of India. The campaign marks a significant move to bridge traditional and digital media by using a QR code-enabled print ad to introduce consumers to the features of its new DuraVision GoldUV lenses.
Developed by OWLED and ALTRD, the campaign challenges a common misconception: that blurry vision is only an eye issue, not a lens one. When users scan the QR code in the print ad, they’re directed to a 15-second videodemonstrating how poor lens quality can distort vision. The message is clear: “The text isn’t blurry, your lens is. Scan for clarity.”
This interactive experience allows consumers to discover the benefits of ZEISS’s latest lens innovation – including water repellency, dust resistance, durability, and UV protection. The video offers a more dynamic product showcase than traditional static advertising.
Ritesh Dwivedi, Head of Marketing, Vision Care at ZEISS India, stated:
“At ZEISS, innovation drives everything we do. This campaign is an example of how we merge cutting-edge technology with consumer experience. By combining print and digital, we’ve created an immersive, accessible way for people to interact with our brand and understand what sets ZEISS lenses apart.”
The initiative also addresses everyday frustrations faced by spectacle wearers – such as smudging, scratching, glare, and oil or water marks – positioning the DuraVision GoldUV coating as a solution for long-lasting, crystal-clear vision in daily activities like working or driving.
With this campaign, ZEISS India Vision Care sets a new benchmark for consumer engagement in the optics industry – transforming print into a touchpoint for interactive education and product discovery.
