Results and Effectiveness

Exceptional results for an intuitive product and campaign! • Recording breaking e-trial registration of 7,424 in one campaign! This is 6 times more than the average sign ups accumulated in one year! • Exceeded expectation by 2 folds with 334 interactions on the NFC panels • Roadblock Homepages drove 30% more e-trials! • Digital drove 50% of total e-trial conversions with just 30% of the total budget! • 159% digital media ROI! We have not only successfully revived a superior brand 1●DAY ACUVUE® TRUEYE™ but also helped consumers find the perfect contact lens to fit their lifestyle needs!

Creative Execution

The two focused and central executions delivered directly against these principles: 1. We shortened the journey from message to e-trial via media first bus-stop posters with near-field communications / QR technology capabilities. Our audience was only one step away from accessing the etrial registration form 2. Creative execution via ‘roadblocks’ in the format of blurred homepages within key portals like Yahoo and Asiaone, dramatising the curse of dry eyes to induce consideration. Audience was just a click away from e-trial opportunity. The above were supported by smart tactical buys online and on mobile. To mirror their busy lifestyle, we strategically scheduled time-based banners across adnetworks, when normal contact lenses start to feel dry. When they are commuting, we communicated through in-game ads targeted commuting gamers and clickable mobile news placements. To further drive Trueye consideration, we deployed online surveys at the banner level which led to results and e-trial sign-ups.

Insights, Strategy and the Idea

Since its 2009 launch, 1●DAY ACUVUE® TRUEYE™ suffered a weak brand awareness and consideration. To combat the weak sales growth, we had to drive brand consideration through re-educating the consumers and encouraging trial to aggressively convert our target audience within the competitive category. Leverage two key pieces of consumer intelligence: 1. They are affluent professionals who can afford Trueye’s premium price point. They are either in the office, or out and about; always connected on computers or mobile devices 2. They are most conscious of their lenses when these get in the way, either distracting them at work or an irritant as they play. Reliability and comfort are important to them. We adopted 2 key planning principles: 1. Make the consumer journey from message to e-trial opportunity as short and as intuitive as possible 2. Capitalise the times at which contact lenses are top of mind for users