The Brief

A brief sparked by current events: Early 2014 Singapore was hit by the worst dry spell in decadesand affected by harmful haze originating from over 1.000 forest fires in neighbouring countries. We reacted quickly and engaged the general public - reminding them of the anti-irritant, moisturizing qualities of EyeMo drops to protect eyes. The problem was felt on the streets - so this is where the message needed to hit. Given the minimal budget (S$7,500), usage of traditional OOH was not an option. Hence a stunt idea was needed to create impact at location, trigger sharing and news coverage.

Describe how the promotion developed from concept to implementation

Singapore is a tough place for street stunts: graffiti is forbidden, littering with flyers is a crime, public space highly regulated. This is why we resorted to the ancient Asian art form of water calligraphy. Using water, a calligraphy artist drew eyes on the pavement at 8 iconic locations in a performance underlined with music. As the eye started to dry away fast, speakers delivered the message: 'Do not let your eyes go dry. Use Eye Mo.' The audience was allowed to practice themselves, enhancing the engagement. PR tactics made sure none of this did go unnoticed.

Describe the success of the promotion with both client and consumer including some quantifiable results

Direct engagement of the audience at the various sites throughout the activation period ranges around 1,000. But more importantly, we also got the press engaged. This helped achieve huge media coverage: national and international features in press, online, and the leading TV stations lead to an aggregated non-paid media reach of 32,402,878 people across 24 APAC territories (2,315,000 in Singapore alone = 45% of the population). With a budget of S$7,500 we achieved an advertising value of S$70,465 and a PR value of S$211,390 - an astonishing ROI of over 3000%.

Explain why the method of promotion was most relevant to the product or service

Obviously, an eye drawn on the pavement with water and drying away fast is a striking demonstration for the need to keep eyes moisturized in the heat and haze - 100% on product and brand. But more than that, the delivery as musical art performance, the usage of a local calligraphy artist and the opportunity to participate made this promotional stunt turn into a culturally relevant experience. The product message became a public message. Which is reflected in the tremendous earned media impact.