Vision Express

Marvin the Mole


In a market dominated by one big player, Vision Express was facing a battle to maintain consideration and value perceptions. They needed a campaign that would put the brand back on the map.


We realised that the eyecare category was one that makes consumers feel uncomfortable. Glasses tend to be an unexpected cost, whilst eye tests can feel invasive and make people feel self conscious about their appearance and age. With its focus on personal service, Vision Express is best placed in the category to meet the market need for comfort.


We developed a brand platform called See More for Less at Vision Express, and created a character, Marvin the Mole, to bring our message to market. Marvin allowed us to punch above our weight in terms of media spend, and shine a light on the brand’s great products, friendly service and excellent cost-saving offers, with the new mascot featuring across every customer touchpoint for Vision Express.