NEW DELHI: The fact that India were to win the World Cup, was already foreseen by '1 Day Acuvue Moist' - the contact lenses by Johnson and Johnson (J&J) Vision Care. To connect with cricket lovers and to support the Indian cricket team, the company rolled out an outdoor campaign to reach young contact lens and spectacle wearers in five major metros.
The campaign, titled 'I Love This Feeling', was to express the comfortable feeling with '1 day Acuvue Moist' and equate that with the euphoric feeling of seeing India bring the World Cup comes home.
'1 Day Acuvue Moist' is the affordable range of daily disposable contact lenses produced by J&J Vision Care for youngsters.
The outdoor campaign was executed by Media Circle in Mumbai, Bangalore, Hyderabad and Kolkata and Times Innovative Media Ltd. in Delhi NCR. The one month long campaign was rolled out in mid February.
Commenting on the campaign, Rajan Sharma, head marketing, J&J Vision Care, said, “The campaign was the push to recruit new young spectacle wearing consumers into the category and increase ‘top of the mind’ awareness within the TG. Our TG falls between the age group of 15-25 years.
“Apart from outdoor, the campaign was spanned across the print, radio, and cinema, digital and on-ground promotions in colleges and malls. With this, we aimed to sustain the outdoor advertising activity for a month to boost brand
saliency through this integrated campaign", he added.
In Delhi, Times Innovative Media adopted the strategy to cover the entire capital especially locations around offices, malls and high streets. To grab eyeballs, they used cut-outs of the plaque card held by the girl expressing her joy of being comfortable with these contact lenses and in seeing the World Cup coming home.
Gautam Shahane, business head, Times Innovative Media Ltd, said, “The outdoor creative theme was in line with the Cricket World cup and the feeling of seeing the Cup comes home to India. We aimed at making Acuvue contact lenses, the most visible brand in the market both for trade and the end customer.”
Whereas in Mumbai, Media Circle spread the outdoor campaign near points of purchase. “Since the brand was launched last year in Mumbai, it was a sort of re-launch. Hence to give push to sales, we deployed media at the most preferred dealer shops at strategic locations in Mumbai", said, Manish Chandy, group head – media buying, Media Circle.
Also, the agency wrapped up local trains plying on all three railway lines in the city – Central, Western and Harbour.
In cities like Bangalore, Hyderabad and Kolkata, where the brand was new, the agency created buzz about the brand creating the high recall and visibility using the different outdoor media formats.
The company has used outdoor media formats like hoardings, back lit and non- lit bus-shelters, kiosks, dropdowns in malls, mall facades etc.
The campaign also ran on Facebook through a contest. This was to engage consumers in environments that they feel comfortable in.
This campaign is demonstrative of the fact that out-of-home advertising delivers value and
mileage to brands targetted primarily at the young audience.
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