Title | A MOMENT OF BEAUTY |
Brand | GLAXOSMITHKLINE SINGAPORE |
Product / Service | EYE MO |
Category | A02. OTC Applications |
Entrant | GREY GROUP Singapore, SINGAPORE |
Entrant Company | GREY GROUP Singapore, SINGAPORE |
Advertising Agency | GREY GROUP Singapore, SINGAPORE |
Media Agency | MINDSHARE ASIA PACIFIC Singapore, SINGAPORE |
Production Company | AMOK TV Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Till Hohmann | Grey Group Asia Pacific | Executive Creative Director |
Antonio Bonifacio/James Li | Grey Group Singapore | Creative Director |
Andrew Siebert/Darren Leong/Luis Fabra | Grey Group Singapore | Creative Team |
Brendan Cravitz | Grey Group Singapore | Executive Producer |
Tom Evans | Grey Group Singapore | Client Services Director Apac |
Serene Loo/Madeline Woon | Grey Group Singapore | Regional Account Manager |
Alew Liew | Freelance | Calligraphy Artist |
Gijs Sanders | Glaxosmithkline Pte Ltd | General Manager |
Oliver Parkes | Glaxosmithkline Pte Ltd | Marketing Director |
Syed Saad Kamran | Glaxosmithkline Pte Ltd | Senior Brand Manager |
James Teh | Freelance | Director/Dop |
Sean Ng | Amok TV Singapore | Dop/Editor |
Chun Yi | Frame By Frame Singapore | Assistant Producer |
Ryan Mcguire | Cutters Inc. Tokyo | Editor |
Steve Rodriguez | Cutters Inc. Tokyo | Producer |
Brian Yessian | Yessian Music NYC/Detroit/LA/Hamburg | Chief Operating Officer |
Jeff Dittenber/Dan Zank | Yessian Music NYC/Detroit/LA/Hamburg | Sound Design/Composition |
Singapore was suffering a dry spell and 1,000 forest fires were sending harmful haze to the city. On the back of this Eye Mo wanted to engage the general public - since these moisturizing and anti-irritant drops protect eyes. The slim budget (S$7,500) did not allow mass media, so we opted for ambient. On the back of this we also produced this online video. It was used to amplify reach beyond a mere street stunt. Executed as a stand alone piece of communication it was forwarded to opinion leaders and press. And it was made available to a general audience via various online platforms including of course YouTube. It is a carefully crafted and rather dramatic visual journey peaking in the core message of the entire campaign: "Don't let you eyes go dry. Use Eye Mo." Asian calligraphy craft featured in a modern style with a specially composed soundtrack are used to deliver this message. The film played a crucial role in making this a highly successful integrated campaign. The campaign had an aggregated reach across all tools of 32,402,878 people in APAC (2,315,000 in Singapore = 45% population). Advertising value: S$70,465. PR value: S$211,390. ROI of over 3000%!