We want to know every detail.
Brand challenge
Almost two in five Germans tinker, make or repair something at least once a month. That’s about more than the small print.
Because anyone who crafts, collects or goes exploring outdoors wants to see every detail. We didn’t think in terms of a classic magnifier, but of a real FUN factor for detail lovers.
Brand idea
AI segmentation let us take a closer look: What attracts? What excites? Who actually is the customer? The insights came together in three concrete target markets – with the right messages for each target group.
This gave rise to OCULAR X: an independent international brand that takes magnification out of the reading-aid corner and into hobbies, DIY, repair and discovery. A fresh brand style and a strong colour world clearly set it apart from the Eschenbach umbrella brand at the point of sale.
Sales looks further too: not only towards specialist opticians, but to where the new topics are at home – bookshops, for instance.
Result & impact
OCULAR X turns magnifying into a moment of discovery. The brand with the FUN ZOOM EFFECT.
Magnifiers have one job: to magnify – the fun, that is.
„Selling a magnifier as a reading aid is convenient – and gives away market potential. OCULAR X speaks to people who aren’t looking for help but want to get into the detail.“
Agency Lead, IDEENHAUS
Key facts
target markets defined
An independent international brand
POS differentiation from the umbrella brand
Contact
Key takeaways
Sabine KropfManaging Director
Maximilian KratzerHead of Growth
Nuremberg and Munich