Since then the mark says not been dethroned

Optic 2000, is an image. That of Johnny Hallyday, who ready his physique and his voice to the mark since 2002. It is then a jingle "Optic 2000", imagined and Sung way crooner by the star. This collaboration with the most famous of the French rockers was born from a friendship forged in tests, with the Secretary-General, Yves Guénin coups. It was at a rally Optic 2000, Tunisia: "he ran me I was part of the assistance.". Supported each we we often other. One day, we even were lost in the desert. "This necessarily creates links", says Yves Guénin.

When, some time later, he offers him to become the emblem of the mark, while Johnny was ever associated his name to a product, the singer accepted immediately. His wife, Laetitia, follows the movement two years later. Each rotates two ads per year, at the beginning together and today more and more often separately.

Number one for fame

One thing is certain, the initiative has been charged for the brand. It allowed him to acquire a personality, while it was little embodied by his organization in cooperative, unlike a sign as Alain Afflelou. As soon as the first Johnny pub campaign, Optic 2000 went number one in its sector in terms of notoriety... Since then, the mark says not been dethroned. "Johnny is a character that is talked about much in the media." It is also largely caricaturé and, whenever reference is made to Optic 2000. "This enables us to not over-invest in communication: our advertising budget is only the fourth profession", observed the CEO, Didier Papaz. Another "effect Johnny", sales by store has continued to increase: "in 2001, it was 25 higher than the average by stores, optical, and in 2007, more than 30", says Yves Guénin.

Since 1990, the number of outlets was multiplied by five. Forty years, Optic 2000 displays a turnover in its network of EUR 900 million for 2008 and holds 17 of the market.

Innovation continuously

The success and longevity of Optic 2000 has two origins. First, a clear positioning, remained the same over the years: the presbyopic, its flagship since the 1980s target, still represent a large part of the customer, with 40 of the buyers. Then, a permanent concern for innovation, with a few operations that were the reputation of the mark. More than twenty years ago, in 1987, it introduces the concept of the "second pair free." "We have been followed by all our competitors." "Today, some have even two free pairs", observes Didier Papaz. Another small marketing revolution: in 1994, the company launches "the all-inclusive price" with a base at 39 Euro rate.

Side products, this time, the brand began to sell the same year of the frames in titanium, ultra-light. Shortly before, the company had also been the first to market with unbreakable glass, polycarbonate. And this year, it mounts in titanium with rubber branches, twisted in all directions without buckle.

To celebrate his forty years, Optic 2000 will organize a "novel" commercial operation of forty days, mid-October. Its cost is estimated at EUR 6 million. But, on the form that will be chosen, the secret is well kept. Because, in the end, the marketing battle was never even raged.