What if a printing glitch wasn’t a mistake, but a cleverly planned, next-gen eye tech reveal? ZEISS, the global leader in optics and optoelectronics, has executed its first-ever interactive QR code print ad campaign, turning what appears to be a flaw into a marketing stroke of genius. This campaign, highlighted on the front page of The Times of India, is not only about vision clarity but rather the relationship of print media to the internet world. The campaign with the theme of, see and be seen more clearly, is the brilliant articulation of excellence performance by ZEISS Vision Care lenses. Created by OWLED and ALTRD, the ad hits straight on the nerve of the ordinary inconveniences of spectacle owners like lens scratching, constant smears, distracting glares, sticking stains of water or oil, and exposure to UV.
The focal point of this advertisement is a seemingly blurry image. A bold, white statement cuts through: “This text is not blurry. Your lens is.” It’s not just eye-catching, it’s personal. And just below that statement was a QR code. Scan it, and you’re pulled into a slick augmented reality (AR) experience. It’s a 15-second video that shows lens quality. This quick yet immersive visual dive demonstrates how clarity depends on your lens, not your screen. It puts the spotlight firmly on ZEISS’s newly launched DuraVision Gold UV lens. This ad goes beyond the static printed picture. The video shows off the lens’s real-world features like its tough water-repellent surface, dust resistance, and durability that lasts. It’s clarity, demonstrated. Not promised. This campaign puts the ZEISS DuraVision Gold UV coating front and center. It’s protective, low-maintenance, long-lasting, and built for daily life.
The head of marketing of Vision Care at ZEISS India, Ritesh Dwivedi, explains: “Innovation is the fuel behind all our activities at ZEISS and it is evident in the unparalleled quality of our lenses globally.” He continues with, “In our most recent campaign, we wanted to deliver an immersive experience, where our consumers can freely engage with our campaign with ease.” But there’s more. Dwivedi also points to how this campaign blends physical and digital touchpoints. “It enables seamless consumer interaction with campaigns and products as we bridge traditional and digital mediums,” he explained.
In the end, this campaign does more than just market eyewear. It redefines the way print and digital media can work together intelligently. It catches your eye, captivates your interest in it, and then teaches without lecturing.
