Vision Michael Hare Eyecare Plus: Creating Brand Trust With Radio

Vision Michael Hare Eyecare Plus, a group of local optometry businesses expertly run by Optometrist Michael Hare, sought to cultivate a strong, recognisable brand presence across the Gold Coast. Their ultimate goal was to establish themselves as the trusted choice for local residents seeking comprehensive eye health care.

The campaign’s core objectives were twofold:

• Significantly increase brand awareness for Vision Michael Hare Eyecare Plus within the Gold Coast community.
• Promote their highly personalised service, aiming to foster a sense of familiarity and welcome new customers.

Vision Michael Hare Eyecare Plus distinguishes itself through its unique, personalised, one-on-one approach with clients, complemented by specialised services offered by each of their optometrists. To effectively communicate this differentiator and achieve their brand-building goals, the strategic decision was made to establish Michael Hare himself as the recognisable face and voice of the brand. This was primarily executed through engaging radio commercials.

A key element of the campaign’s success was the carefully crafted tagline: “If we’re not your optometrist, we’d like to be.” This welcoming and patient-centric message was designed to resonate deeply with the Gold Coast audience, emphasising a commitment to building long-term relationships rather than just conducting transactions.

The partnership with The Breeze 100.6 FM (and Rebel FM) proved to be a pivotal factor in the successful establishment and growth of the Vision Michael Hare Eyecare Plus brand across the Gold Coast. Radio, acting as the original influencer, facilitated a direct and personalised connection with potential customers. This one-to-one communication approach was instrumental in effectively introducing the brand, establishing new client relationships, and building a foundation of trust within the community, ultimately fulfilling Michael Hare’s vision of a well-known and trusted eyecare provider.