The brief:

In early 2018, Vision Express invested in a state-of-the-art mobile eye testing unit – The Vision Van and enlisted the support of The Tonic to plan and deliver the PR and event management activity. The Vision Van was developed in partnership with the Road Haulage Association, with the aim of travelling the length and breadth of the UK to raise awareness of the importance of maintaining regular eye tests.

The results:

As well as raising awareness of eye test as an important health check, the Vision Van spread the message of Vision Express’ #EyeTestsSaveLives campaign, highlighting the importance to drivers of ensuring their vision is roadworthy. Led by The Tonic, during 2018 the Vision Van travelled to over 45 locations setting up at key cities around the country as well as lifestyle and motoring events such as the CV Show 2018 at the NEC Birmingham, This Morning Live, CarFest North and South, Truckfest, and Goodwood Festival of Speed. Its journey has seen it do over 9,400 miles; conducting over 1,300 free eye tests, findings from the Van revealed:

  • 81% of customers were overdue and eye test
  • 64% needed a new prescription
  • 11% had never had an eye test

And results included a press coverage reach of over 4m with a total value of over £1.3m.

In addition to inviting media and passers-by on to the Vision Van, The Tonic invited celebrity/ VIP guests for a free eye test. To date this has included members from Status Quo and The Proclaimers, MasterChef presenters Angellica Bell and Jack Layer and British Race Car Champion Tom Ingram who all tweeted their experience on The Van.

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