AGENCY: AFFINITY

CHALLENGE

With Acuvue being a top choice for people who use contact lenses, our challenge was to encourage people who prefer glasses to give Acuvue contact lenses a try by directing people to a free trial at OPSM. 

SOLUTION

After assessing major pain points of glasses users, we noticed that one of the major reason to switch to contact lenses was due to inconvenience. We looked into what situations affected most Australian customers and recognised that majority of frustration occurred during active lifestyle activities such as yoga, running, bush walking, swimming and intimacy.

We also strategised to leverage on our customers proximity to OPSM as our ads would appear in shopping centres and in YouTube pre-rolls. By creating energetic, 'thats so me' situations we would be able to grow the category and drive traffic into nearby stores.

Our strategy included in-store and out of store points of contact to drive customers to point of purchase. 

PRE-ROLL

The You-Tube pre-roll ads were built to ensure that all of the information was shown in the first 5 seconds, reaching our audience before they pressed the skip button.