The Campaign

Understanding that glasses dominate the vision correction category, it’s clear that asking for contact lenses is not enough. ACUVUE® must be the first thought of mind in the consumer/eye care professional dialogue. Through social listening, contact lens are perceived as aesthetic and functional. Furthermore, wearing spectacles is now seen as a fashion fad among youths, providing an even greater challenge to the category which has seen decline in growth. Hence, there is a need to effectively reach out to youths that require vision care on the benefits of contact lens & ACUVUE®. Backed by research, the youths have an insatiable appetite for success and recognition. They demand performance and are driven for achievements in their busy and demanding lifestyles hence the creative content was born to relate to key milestones in their lives through ‘Sports’ & ‘Career’.

Creative Execution

Digital is a key media but it needs to be executed differently. Adopted a story-telling approach where influencers that were aspirational to them were deployed. Irfan Fandi was cast to represent sports performance while Sandra Riley Tang from The Sam Willows was used for career success. Their stories were captured in a 2-minute video which was seeded through native advertising. These stories seek to inspire youths to recognise each of their own talents and skill sets, motivating them to unlock their achievements. #AchievementUnlock Additionally, we incentive audiences with $30 e-voucher to offset their purchase of ACUVUE lenses to strengthen the call-to-action while we followed their journey with re-targeting strategies with digital ads after they have shown interest in our stories/content. With social media, we encouraged talkability and engagement through influencer’s interview videos and Q&A posts.

The campaign has seen a rise of new ACUVUE® brand contact lens wearers and driven up engagement rates on our Facebook page. Sales of ACUVUE daily disposable contact lens brands went up by 10% (YTD April 2016 vs YTD April 2015, within key chain stores).

Youth audience do not want to be sold to but rather be engaged with. In this age where people are exposed to hundreds of ads every day, there is a need to effectively break through the clutter and to not only capture but engage with our audience.

Insights, Strategy and the Idea

Youth’s (P18-29) don’t want to be sold to, but rather engaged. To make an impression, the communication must appeal to their interests and lifestyle and be delivered in a way that’s original and authentic. With the brand’s manifesto of ‘The Lens That Changes Everything’, we strived to be in moments that matter. From winning the first sports medal to the successful job interview, ACUVUE® is with them every step of the way. Through sports, we drove brand association by providing that edge over their opponents through the lasting comfort of ACUVUE® lens with high UV protection. First impressions matters, we boosted their confidence to ace that job interview when they look and feel their best.