Cannes Lions

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UNIVERSAL McCANN, New York / ACUVUE - MEDICAL DEVICE / 2008

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Overview

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Credits

Overview

Execution

TV was “center stage” for a multi-platform campaign to hook teens, driving them online to view and engage with brand content. We partnered with top MTV producers to create Hampton High, an authentic entertainment series that ran for six weeks. Acuvue was subtly cast as the hero of the story, and we integrated Acuvue’s number one retail channel Wal-Mart into the communication by showcasing its Vision Care Centers. Each TV teaser drove teens to HamptonHighRevealed.com, where they could select what happened next and catch the rest of that week’s five-minute episode. On Facebook we provided brand relevant tools such as Wink icons and newsfeeds to tell them when each new episode was available. We surrounded teens just like a real TV show. Banners combined with posters and street teams in New York and Los Angeles malls, while celebrity star JoJo guest appeared in the series and provided PR for the show.

Outcome

The $4m media investment delivered an extra $16m in revenue, sales at Wal-Mart were up 137% and there was an overall 103% increase in brand consideration. More than half a million episodes were watched online, while the content reached 66m via TV.

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