To position Acuvue® Moist™ as a friendly rather than clinical solution to dry eyes, elements had to be emotionally appealing i.e. friendly, cute and fun.

In the game, “Momo” needed to be saved from turning red (due to having dry & irritated eyes) by giving him Acuvue® Moist™ contact lenses. Themepacks were developed (wallpapers, display pictures, emoticons and winks) to enable users to better express their feelings online, finally ‘alerts’ carried ‘friendly’ eye-care tips.

Our uniquely branded friendship enabler saw sales increase 20% and product awareness 50%. ‘Saving Momo’ was played over 50,000 times, 30,000 themepacks were downloaded, more than 35,000 winks were used and the ‘alerts’ database grew 14% after each blast. 40% engaged after seeing or hearing about the campaign from friends.