Introduction
Bringing to life the next evolution of B.I.G. VISION™
The concept B.I.G. VISION™ FOR ALL has since 2020 worked to boost Rodenstock’s positioning on both corporate and product level. For the latest product launch, B.I.G. EXACT™ Sensitive, Rodenstock and Kunde & Co developed a clear and compelling narrative to communicate the newest lens innovation that considers not only biometric data but also individual visual sensitivity. The launch resulted in a revenue increase of 8% in the premium segment while the market remained stagnant.
How it began
Compelling narrative for a new, innovative solution
Since launching B.I.G. VISION™ in 2020, Rodenstock has expanded its positioning around biometric precision. B.I.G. VISION™ has transformed into a unifying concept and brand philosophy, that has become Rodenstock’s central brand narrative.
The concept B.I.G. VISION™ FOR ALL has worked as a solid foundation supporting ongoing product launches since the launch. In late 2023, Rodenstock reached out to Kunde & Co for support on taking the B.I.G. VISION™ story further. Rodenstock had developed a new product representing the next level of individualisation: Lenses optimised not only for the individual eye but also for how each person responds to distorted vision.
Developing the solution
Exploring and testing new communication angles
To develop the new concept, Rodenstock and Kunde & Co went through a structured process, starting with extensive interviews with Rodenstock’s R&D and product management to get a clear understanding of the product and its benefits.
To find the right way of communicating the new product, two unique narratives and ten different communication angles were tested across five key markets, reaching more than 5000 end users and 240 opticians. This provided clear insight into what messages resonated best and indicated which direction to pursue further.
The test confirmed that it was critical to introduce the new product as an evolution of the well-established B.I.G. EXACT™ lenses. Based on the testing insights, the name B.I.G. EXACT™ Sensitive was chosen for the new lenses to link Rodenstock’s trusted product with visual sensitivity – the new dimension these lenses are further optimised for.
The outcome
Introducing the Visual Sensitivity Index
A key outcome was the development of the Visual Sensitivity Index – a simple way to illustrate an individual’s visual sensitivity and how it lies on a spectrum. This index was used as a device for demonstrating how B.I.G. EXACT™ Sensitive lenses uniquely optimise vision according to individual perception, making the innovation tangible for both professional and consumer audiences.
The final concept unites Rodenstock’s innovative strength with a powerful new narrative that continues the success of B.I.G. VISION™. Rodenstock’s launch of B.I.G. EXACT™ Sensitive marks another step in redefining the standards for lens individualisation. A crucial gain for customers and end users – and a significant business success, growing revenue in the premium segment with 8% in a stagnating market environment.
About Rodenstock
The Rodenstock Group is a leading manufacturer of high-quality ophthalmic lenses present in over 85 countries and an innovation leader in the field of progressive lenses.
Did you find this case interesting?
Our team is ready and waiting for questions, meetings and everything in between.
Get in touch
Jesper Kunde
CEO & Founder
