The Campaign

Smartphone addictions are now very common in Taiwan. People are always starring at their mobile devices all around, when they walking on the street, taking the MRT(subway) or in the restaurant, which occurs various eye symptoms even causes blurred vision. We demonstrated the product applications on TPO(time, place and occasion) that educate our consumers to take Sulaxy Lutein for keeping refresh eyes when being a smartphone addict. We created a humorous character, eyeball man, which represents one person’s life in modern city. Every morning when you wake up, you can’t live without mobile devices. With the mocked-up documentary, consumers will see the video as much real as their real life. We aim to build the awareness and persuade them to take Sulaxy Lutein if they are smartphone addicts and concern about eye strain. The commercial was very popular after we kicked-off the spot. The brand awareness and preference was raised quickly and the sales exceeded the forecast at the same time.