SYLVANIA's Pop up Experience Puts Car Headlights through an ‘Eye Exam'

January is one of the darkest months of the year. Because of that, it is a season in which cars experience the most headlight burnout – which means increased risk for accidents.

Because of this alarming fact, SYLVANIA, the leader in automotive lighting solutions, together with its ad agency FITZCO, has launched a new multimedia campaign that included an innovative pop-up experience that involved an actual 'eye exam' for your car. This marks the first consumer activation that SYLVANIA has executed.

To kick off the 'EYECARE by SYLVANIA' campaign, a pop-up experience mimicking an eye exam demonstrated how headlights – just like your eyes – benefit from routine care. Taking place in the desert near Las Vegas, the pop-up featured an interactive drive-through exam where consumers could drive their car through SYLVANIA’s custom-built automotive phoropter (similar to the phoropters used by optometrists) that showcased the difference between old bulbs and new bulbs.

On the heels of this activation, SYLVANIA is now allowing consumers across the country the opportunity to experience 'EYECARE by SYLVANIA' with their very own at-home kits. Consumers can sign up to receive the free at-home kits at eyecarebysylvania.com which will include car headlights and other branded goodies – all with a very “Warby Parker like feel,” but for your car! Consumers are encouraged to use the hashtag #EYECAREbySYLVANIA to share their experiences installing the headlights.