Laubman and Pank direct mail case study

Australian opticians Laubman & Pank wanted to persuade its existing customers to part with a little extra cash and 'upsell' its transition lenses - glasses that react to the light.

Agency Lavender created a clever envelope pack, which literally showed the benefit of the reactive lenses, by turning one of the envelope's windows from light to dark when held up to the sun.

The campaign results were well above target – a 6.4% response, instead of the 1.47% predicted, and proved that the extra investment in the sensitive window envelope was more than worthwhile.