The Campaign

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.

Execution

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. For Japan: eye-drops that can be applied while pressing acupressure points. For Iceland: eye-drops with the defroster mechanism often used in cars. For Kazakhstan: eye-drops with gyroscope function allowing application wherever you stand. For Australia: vapor system eye-drops that can be applied facing down, without looking up to the sun. This exhibit featured innovative and unprecedented concept models in eye-care product development. ROHTO is currently proceeding with plans to take these concepts to the production stage.

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. Overall budget was 6 million JPY (=around 60,000 USD) which means that we couldn't have any budget for media buying or large-scale creative. 20,000 USD was used for developing concept models, 30,000 USD for the event, and 10,000 for PR. We don't have any paid media budget.

The Situation

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 innovative concept models. And the products were so eye-catching, many young people who go after new trends spread the news via SNS, leading to numerous online articles.

The Strategy

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.