Direct > Campaign
THE CYRANOS//McCANN, Barcelona / undefined / 2017
Overview
Credits
CampaignDescription
Taking into account the data that has been previously collected, we thought… if people refrain from getting their eyes examined in specialized sites, maybe, the specialized sites and vision experts should go to where the people go.
That is why we decided to carry out the biggest vision test ever performed, for thousands of people, live and simultaneously. Where? At a football stadium, on the day of an important match of the Spanish football league.
ClientBriefOrObjective
For the cost of a radio campaign, which consists of three spots broadcast by the RAC 1 radio commentator, Edu de Batlle, and broadcast live three times when the ball is out of play in the match between Español and Atlético de Madrid, and to a total value of €4,500 (30”/ 20”/ 20”), we carry out more than 15,000 tests on those attending the match.
Execution
We have created the first radio advertisement that is also an eye examination. Fifteen possible tests have been designed using the players’ positions on the field, during stoppage time or when the ball is rolling.
Together with expert ophthalmologists, we will replicate in the stadium what a person goes through when their eyes are examined in our specialized sites.
Therefore, we created a radio campaign within that reasoning and when the situation of the players in the field is favorable for the tests, it will be broadcasted live for the spectators to listen.
Following the logic of a classic focal distance test, between numbers and letters in the player’s shirt and the signs around the stadium, we will test the sight of the attendees and try to detect possible myopias, hyperopias, astigmatisms and amblyopias.
Outcome
For the price of a radio advertising campaign, we carried out more than 15 thousands tests, increasing the website based appointments by 305%.
Relevancy
Because, due to the nature of our target and taking into account the data that has been previously collected, we thought… if people refrain from getting their eyes examined in specialized sites, maybe, the specialized sites and vision experts should go to where the people go.
Football is a popular and massive sport and our target attends in great numbers to these events. Furthermore, many of them have a way of interacting with the match that is useful for carrying out the tests.
Strategy
28% of people get prescription glasses in gift shops, convenience stores, small markets and even gas stations and, out of laziness or lack of time, without previously getting any kind of eye examination. The late detection of vision disorders and self-prescription of ready-made glasses imply serious consequences for eye health.
Given that people do not get their eyes examined, what we wanted was to go where people go. Football is a massive sport in Spain, where the majority of the population attend in great numbers.
During the matches, besides watching it, many of the attendees listen to it on the radio— it is a very traditional way of seeing and enjoying the match.
Following the logic of a classic focal distance test, between numbers and letters in the player’s shirt and the boards around the stadium, we will test the sight of the attendees and try to detect possible myopias, hyperopias, astigmatisms and amblyopias.
Synopsis
In the past ten years, the global increase in vision disorders has risen by a 30%. In addition, 28% of people get prescription glasses in gift shops, convenience stores, small markets and even gas stations and, out of laziness or lack of time, without previously getting any kind of eye examination. The late detection of vision disorders and self-prescription of ready-made glasses imply serious consequences for eye health.
This entails great damage for the visual health of the population. Furthermore, these kind of problems become harder to mend as time goes by. A timely detection of an eye disorder can mean a lot in the course of its treatment and cure.
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