Agency: Momentum Worldwide
Client: Johnson and Johnson/Acuvue
Legislation prohibits contact lens sampling. So Acuvue needed to find a way to motivate glasses-wearing consumers to make an appointment with their doctor for a contact lens prescription. Acuvue worked to increase trial by educating consumers about the contact lens wearing experience, eliminating their fears and offering a “free trial pair” certificate downloadable from their website.
Acuvue’s “Did You See That?” campaign positioned their ads in large-scale arenas against sporting and concert events. The message linked proper vision with increased performance. Through newspaper, radio, TV and out-of-home media, they encouraged fans not to miss a single moment, driving them online for more information about Acuvue contacts. At every event venue, as well as online, Vision Testing Games allowed consumers to test their vision and hand-eye skills, competing against each other and professional athletes.
Brand ambassadors with hand-held computers engaged consumers in a vision correction conversation. In exchange for signing up for a free trial pair certificate, prospects were entered into a sweepstakes to win event tickets, merchandise and VIP experiences. Stunts, in-stadium giveaways and original videos of local sports teams and athletes increased buzz, excitement and exposure, and drove people to the Acuvue website. In addition, high-profile celebrities and athletes recorded 30-second commercials in support of Acuvue, while ads ran in high-profile print and online media such as Sports Illustrated and MLB.com.
The integrated media campaign generated 580 million impressions and more than 17,000 free trial certificates were distributed. Eighty-two percent of respondents planned to ask their doctor about Acuvue brand contact lenses.
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