The Campaign

According to Nielsen, Newspaper is one of the highest consumed media among our target audience of people above 40s. The idea was to use a play on words to highlight the USP of 1-Day ACUVUE® MOIST® Brand MULTIFOCAL in terms of its visual correction ability for ageing eyes, and also shout out its key benefit of empowering individuals to continue living their lives without compromise.

Creative Execution

The teaser ad was interactive as it featured an inbuilt eye test. Readers could literally check if they had presbyopia simply by holding up the newspaper to read at different distances. Below it was information linking how sharp the text appeared to them with an explanation on signs of presbyopia. Following that was the solution: the new 1-Day ACUVUE® MOIST® Brand MULTIFOCAL contact lenses with a call-to-action for readers to try the lenses in the optical shop. The next phase of the campaign was when we revealed brand ambassador Zoe Tay, a local celebrity who’s admired for her successful career, attractiveness and well-balanced life. In the long-format advertorial, she candidly shared the challenges she faced when Presbyopia first crept up on her. She then went on to extoll the remarkable difference she experienced after wearing 1-Day ACUVUE® MOIST® Brand MULTIFOCAL contact lenses. It empowered her to enjoy the best

1. Sales increased 225% based on 2016 April/May sales average versus 2016 Q1 average 2. Since the campaign launched, we received lots of consumers inquiries on where they can try the lens, consumer hotline, new walk-ins to the optical shops Source : Client data Our creative won SPH Ad of the month in April 2016 and are automatically nominated for the upcoming SPH InkAwards 2016

Presbyopia is common in Singapore when people reach age 40 years and above. It is not preventable and there is a lack of awareness of this symptom among Singaporeans. There is a need to create this awareness, educate about Presbyopia and to provide solutions to this problem. Faced with a challenge of getting people to admit that they have Presbyopia, the creative work needs to strike out and resonate with audiences.

Insights, Strategy and the Idea

Although presbyopia is about changing vision needs, there is a strong emotional component that influences acceptance of vision correction method to accommodate these changes. Presbyopia sufferers will undergo a three-stage mentality change starting from Denial, Acknowledge and Acceptance. How do we speed through the phases when they have exhibited the condition and get them to seek 1•DAY ACUVUE® MOIST® Brand MULTIFOCAL contact lens as the only solution for presbyopia? We identified newspapers as their key media, deploying the characteristic of media to customise our messages. It is the media that contextually drives the message the strongest.