Cannes Lions

ACUVUE CONTACT LENSES

UNIVERSAL McCANN JAPAN, Tokyo / JOHNSON & JOHNSON / 2006

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Overview

Entries

Credits

Overview

Execution

Our challenge was how to engage the target to disposable contact lenses especially because they have little interest towards the category and are skeptical towards advertisers’ claim. By creating quizzes related to disposable contact lenses to help the listeners understand the benefit of the disposable contact lens we increased relevancy among the target. Using a popular, influential DJ of the radio programme as a spokesperson for the brand was the central to the communication.

Outcome

The program received 2000/month responses from the target. The original website achieved 1,300,000 page view/month. Acuvue mail magazine obtained 1,100 new subscribers.

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