Creative Execution

Field research was conducted to identify four areas from the world that seem to be most severe for the eyes. Eye-drops were developed to tackle the various issues, such as eye-drops for Japan that can be applied while pressing acupressure points, or eye-drops for Australia incorporating a vapor system for application facing down, without looking up to the sun. These and other unique eye drops were exhibited at an art gallery popular among young people. Artifact-like concept models were exhibited in the gallery, demonstrating how eye-drops can take on the challenges of extreme conditions often encountered in the four featured countries.

Since the products were so eye-catching, many young people who go after new trends spread the news via SNS, leading to numerous online articles. Their reactions included realization that they were being tough on their eyes, and needed to be more careful. Some also commented that the exhibit changed their perception of the brand. It was a totally new approach to raising awareness toward the importance of eye-care among young people.

This campaign succeeded in changing the perception of the brand. And it was a totally new approach to raising awareness toward the importance of eye-care among young people through experiencing unique exhibition and artifact-like concept models.

For ROHTO, this event turned out to be a touchpoint for their brand and importance of eye-care, reaching a young target. Holding an event for young people, was a strategic effort to raise the brand presence among those who would otherwise have little interest in the eye-care and eye-drops.