Contact lens can change everything, Acuvue tells the youth

McCann Health India has conceptualised a campaign that aims to motivate youngsters prefer lens over spectacles. The concept of the ad is 'one simple thing like a pair of contact lens can change everything'

BestMediaInfo Bureau | Mumbai | June 23, 2016

Click on the image to watch the TVC.

Acuvue contact lenses launched a five-week campaign in Mumbai last month. Conceptualised by McCann Health India, the campaign targets the youth and aims to shift their preference from spectacles to contact lens. After identifying key moments most relevant to the Indian market, the company launched the campaign on May 6, 2016, turning it into a relatable, youth-oriented campaign.

Acuvue wants spectacle wearers to give this life-changing technology a chance. Together with McCann Health, the key insight – 'moments that change everything' thanks to the 'lens that changes everything' – was brought to life keeping Indian consumers in mind.

A very small percentage of people usually opt for lenses for vision correction, out of which only 24 per cent actually ask for a particular brand. The communication was designed to drive trials because loyal customer relationships are built from the simple act of wearing the product and seeing the way it affects one's appearance and confidence.

The ad film shows a girl talking about her experience of wearing lenses. She says she has started taking pictures with friends since the time she opted for lens. The ad film shows her taking pictures with friends sitting in the park. Later, she also talks about a guy she likes. Because she wears lens, they share moments through eye contact, which was not possible with spectacles.

Vijay Sharma

Speaking about the campaign, Vijay Sharma, Associate Director, Marketing, Acuvue India, said, “Wearing Acuvue contact lenses truly transforms how one looks and feels. As the category leaders, we wanted to expand the market and improve people's lives. With McCann Health's help, we put forth our message -- one simple thing like a pair of contact lenses can change everything -- in a relatable, culturally relevant way.”

Contact lens is one category in which brands are not too visible. In the developed markets, the market penetration of this category is a healthy 20-25 per cent but in India the share is a meagre 5 per cent. This primarily is attributed to myths around this category, mainly related to pokophobia, or the fear that users will poke their eyes while attempting to wear them.

Dr Harshit Jain

Dr Harshit Jain, Country Manager, McCann Health India, said, “We at McCann Health understood the brand from a 360-degree perspective and developed communication strategies that resonated with the brand values. Targeted at the youth, the key TG for the brand, we built a campaign that focused on four crucial occasions where a pair lens can make a huge difference in an Indian youngster's performance -- arts, games, making first impressions and interviews. Only when people see things that they can relate to, can we turn curiosity into attention and eventually engagement.”

On the outdoor platform, McCann has created hoardings for the company. There are three hoardings. One is a girl looking into the eyes of a boy and the hoarding says: “The lens that changes first impressions”. The second hoarding is of a cricketer batting wearing lens and the hoarding says: “The lens that challenges”. The third one shows a dancer dancing at ease while wearing lens and the hoarding says: “The lens that changes”.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: McCann Health India

Sr. VP & Country Head: Harshit Jain

Sr. VP & ECD: Rajesh Rai

General Manager: Preetha Vasanji

Creative Director (Art): Sanjay Kudale

Senior Copywriter: Anisha Raisurana

Business Head Digital: Vainateya Gavai

Jr. Visualiser - Digital: Damini Kalshekar

Copywriter - Digital: Nikita Lalwani

Servicing Team: Rohil Paralkar

Info@BestMediaInfo.com

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