Bausch & Lomb Promo, Case study LET YOUR EYES TALK by Maxus

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Industry Prescription Eyewear
Media Promo & PR, Case study
Market India
Agency Maxus
Released February 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BAUSCH+LOMB
Date of First Appearance: Mar 1 2010
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
Executive: Akanksha Singh (Maxus-India)
Manager: Faraz Khan (Maxus-India)
Manager: Shazia Ahmed (Maxus-India)
Manager: Megha Ahuja (Maxus-India)
Business Director: Anisha Iyer (Maxus-India)
Investment Group Head: Sanjay Sarothiya (Maxus-India)
Senior Investment Director: Manish Nagar (Maxus-India)
National Investment Head: Sidharth Prashar (Maxus-India)
General Manager: V Narayanan (Maxus-India)
Client Leader: Vaneeta Kumar (Maxus-India)
Media placement: Social Networking - Facebook - 1 March 2010
Media placement: Mobile - Bluecasting - 1 August 2010
Media placement: Radio - Radio City & Fever - 1 July 2010

Insights, Strategy & the Idea
Bausch+Lomb has been facing tough competition from contact lens and spectacles companies. The challenge was to drive category penetration, build equity in daily disposable segment and establish itself as vibrant youth brand.
Youth always like to put their best face forward while interacting with peers in the real and virtual world. They don’t feel confident about uploading photographs wearing spectacles. The idea was to make them upload photographs “with spectacles” on a public platform and then take them through a journey of transformation into celebrities with Bausch+Lomb makeover.
Social media redefined the way youth consumes media and connect with friends. A brand that converses with them in the environment of social network is more likely to engage and gain their attention than traditional media. The strategy was to make them experience rather than preach on how to attain good looks by wearing Bausch+Lomb disposable lens through this journey of transformation.

Creative Execution
For the first time in India, a contact lens advertiser integrated multiple media to create and offer a never before experience to youth in a platform of their choice. Bausch+Lomb leveraged the ever growing social networking site Facebook and created a brand fan page asking consumers to upload their photos in spectacles. If selected they could have their portrait shot by a professional and become BAUSCH & LOMB MODEL OF THE WEEK.
A B+L mobile application was created. Using this application a user after capturing her picture wearing spectacles with the mobile phone camera could upload her at the click of a button directly to the Bausch + Lomb fan page. Blue casting at Café Coffee Day, Barista, Malls and College campuses promoted application downloads.
Every week one winner would be rewarded with Bausch+Lomb contact lens and a makeover. Winners uploaded their makeover photographs on Facebook and become instant celebrities.

Results and Effectiveness
In a category overflowing with competitors we took the bold move of exposing the brand’s perceived weakness. By encouraging consumers to upload photos wearing spectacles-the main competition (!), we shocked consumers into re-evaluating their choices and turned a negative to a huge positive.
60,000 + users downloaded the mobile application 16,800 consumers redeemed the contact lenses vouchers (Source: Bausch+Lomb)
Conversion of $1.3 Million leading to highest ever ROI for the brand
Bausch+Lomb Facebook fan page views increased from 6,000 to 45,750 and keeps growing!
8.82 Million consumers’ eyes were actively immersed with this activation and continues to grow on Facebook