| Title | THE FLYING EYE TEST |
| Brand | UNILEVER |
| Product / Service | OMO |
| Category | A06. Promotional Items |
| Entrant | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Entrant Company | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Production Company | FRAMEWORLD HO CHI MINH CITY, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Carlos Camacho | LOWE VIETNAM | Executive Creative Director |
| Kumkum Fernando | LOWE VIETNAM | Associate Creative Director |
| Sajju Ambat | LOWE VIETNAM | Planning Director |
| Indraneel Guha | LOWE VIETNAM | Operations Director |
| Quoc Huy | CLUBHOUSE FILMS | Film Director |
| Duy Ho | FRAMEWORLD | Photographer |
| ACCOUNT DIRECTOR | LOWE VIETNAM | CHUA TRAN |
THE CHALLENGE WAS... 1. TO REACH THE RURAL PARTS OF VIETNAM (WHERE CONVENTIONAL MEDIA DOES NOT REACH) 2. URBAN PARENTS THE KEY OBJECTIVES WERE ... 1. TO SPREAD THE MESSAGE OF EARLY EYE-TESTING AMONGST PARENTS AND KIDS 2. TO COME UP WITH AN AFFORDABLE SOLUTION FOR EVERYONE
OMO BELIEVES THAT PLAYING IS A POSITIVE EXPERIENCE OF CHILDHOOD. PLAYING IMPROVES A CHILD'S OVERALL GROWTH & DEVELOPMENT & ALSO HAS THE POTENTIAL TO SOLVE REAL LIFE PROBLEMS. IN VIETNAM, EYE RELATED PROBLEMS ARE AS HIGH AS 60% AMONGST KIDS AGED BETWEEN 6-10 YEARS OLD. THE PROBLEM IS ALARMINGLY HIGHER IN RURAL AREAS. THE EARLY DETECTION OF THIS PROBLEM IS THE ONLY MEANS TO POSSIBLE SOLUTIONS. OMO UNDERSTANDS: VISION PROBLEMS ARE NOT EASY TO IDENTIFY FOR A PERSON OF ANY AGE, LET ALONE A FIVE YEAR OLD. IT IS IMPOSSIBLE FOR THEM TO COMPREHEND & COMMUNICATE THE SYMPTOMS
KITE FLYING IS UNIVERSAL IN VIETNAM. RICH & POOR PEOPLE ALL FLY KITES ON HOLIDAYS. TO SPREAD THE MESSAGE OF EYE-TESTING & TO MAKE IT ACCESSIBLE FOR EVRYONE, OMO DESIGNED THE FLYING EYE TEST ON A KITE. THE SNELLEN CHART IS COMMONLY USED FOR EYE TESTS. WITH THE HELP OF OPHTHALMOLOGISTS, OMO RECREATED HALF OF THE CHART ON A KITE. THE OMO KITE CAN APPROXIMATELY DETERMINE VISUAL ACUITY, PERIPHERAL VISION (ENOUGH TO IDENTIFY THE PROBLEM). A TAG ON THE THREAD ASCERTAINED THE RIGHT DISTANCE FOR THE EYE TEST. AS THE KITE SOARED...KIDS COULD TRY & READ WHATS ON THE KITE
THIS NOVEL COST EFFECTIVE IDEA LOVED BY PARENTS & KIDS. SINCE THE KITE COSTS A DOLLAR TO MAKE, IT WAS DISTRIBUTED FREE OF COST ALONGSIDE EXISTING BRAND INITIATIVES. • TO REACH KIDS 3000 KITES WERE DISTRIBUTED IN ONE DAY VIA THE OMO SCHOOL ACTIVATION PROGRAM. THE POTENTIAL REACH OF THIS ACTIVATION PROGRAMS RUN IN 50 SCHOOLS ACROSS THE COUNTRY, OUT OF THESE 15 SCHOOLS ARE IN RURAL PARTS OF VIETNAM. ON AN AVERAGE ELEMENTARY SCHOOLS HAVE 4000 KIDS IN THE AGE GROUP OF 6-12. TOTAL = 15 SCHOOLS X 4000 KIDS = 60,000 KIDS WERE EXPOSED TO THE IDEA