eyes + more launches German prime-time campaign

Berlin, 7 April 2025 – While many brands are pulling out of traditional TV advertising, eyes + more is doubling down on television. Following a successful test phase last year, the optician chain is launching a large-scale campaign on Germany’s leading TV channels: RTL, Sat.1, and VOX. The slogan "Buy 3, Pay for 2" highlights eyes + more’s unique value proposition: fashionable glasses at a fixed price – with no hidden costs.

“We are revolutionising the eyewear market, a sector that traditionally sees little change,” explains Laurens Mauquoi, Chief Digital Officer at parent company nexeye. “Lack of price transparency is a fundamental problem in the industry – customers often don’t know how much their glasses will cost in the end. Our fixed-price model doesn't just provide clarity but is also around 60% below the market average.” 

The new campaign continues the successful partnership with TryNoAgency, which won the account last year and impressed with its Brandformance approach. “In an era where countless communication channels compete for attention, a clear message and a meaningful brand commitment are essential,” says Stefan Nagel, Managing Director of TryNoAgency. “We have created a campaign that truly stands out from the noise while reinforcing the core message of eyes + more.” 

Friedrich Tromm, Co-Managing Director of TryNoAgency, adds: “We are absolutely delighted to continue our partnership with eyes + more after successfully introducing the Brandformance approach. Once again, we are proud to support a growth-focused company with ambitious goals.” 

The campaign marks a significant milestone in eyes + more’s ambitious expansion strategy. The company plans to add 150 new stores over the next four years. “eyes + more is Europe’s most omnichannel-focused optician. At the same time, we are still one of the industry’s best-kept secrets. That is something we intend to change,” Mauquoi emphasises. 

The new TV campaign will air during prime time on high-reach channels and will be supported by digital channels. 

About eyes + more 

Founded in 2005 in the Netherlands, eyes + more now operates as eyes and more GmbH, headquartered in Hamburg. The company currently runs 240 stores across Germany, Austria, the Netherlands, Belgium, and Sweden. With an ambitious expansion plan to open 150 new stores over the next four years, eyes + more is one of the fastest-growing businesses in the optical industry. 

About TryNoAgency 

For over eleven years, TryNoAgency has stood for Functional Strategy, Creative & Production™. Founders Friedrich Tromm and Stefan Nagel, along with their team, help startups achieve corporate professionalism and large corporations embrace startup agility—offering businesses precisely what they need. They developed their approach through experience with brands such as Apple, FC Bayern Munich, and Mercedes-Benz. With their disruptive take on creativity and their motto "To understand is to sell", they have successfully supported brands such as N26, Stepstone, HP, heycar, and Strato in brand building and performance. Since 2023, TryNoAgency has been part of the GROW Digital Group.