Acuvue plays the vanity card to get the youth to switch to contact lenses

Targetting the youth and aimed at driving trials, Acuvue Contact Lenses rolled out a five-week campaign in Mumbai in May.

While in the developed markets, the market penetration for the contact lens category is a healthy 20 per cent to 25 per cent, the Indian market penetration is a meagre 5 per cent. This can primarily be attributed to the myths that this category is shrouded in – mainly related to ‘pokophobia’, or the fear that users will poke their eyes while attempting to wear them.

In a bid to push spectacle wearers to give contact lenses a chance, Acuvue introduced a driver that would be irresistible to their TG – the youth – which was vanity.

Together with McCann Health, the key insight of ‘moments that change everything’ thanks to the ‘lens that changes everything’ was brought to life, keeping Indian truths in mind. After identifying key moments that are most relevant to the Indian market, the insight was turned into a relatable, youth-oriented campaign. Considering that 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 is 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.

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.”

Consumers were engaged through cinema screens, digital platforms, billboards at prime locations across Mumbai city, and exhaustive messaging at the retailer level – including standees at the store entrance, in-shop branding, myth busters in the form of leaflets, and even optometrist communication.

“We at McCann Health understood the brand from a 360 degree perspective and developed communication strategies which resonated with the brand values. Targeted towards the youth, the key TG for the brand, we built a campaign which focused on four crucial occasions where a lens can make a huge difference in an Indian youngster’s life – 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,” said Dr Harshit Jain, Country Manager, McCann Health India.

Campaign credit:
Brand: Acuvue Contact Lenses
Agency: McCann Health India
Senior VP & Country Head: Harshit Jain
Senior VP & ECD: Rajesh Rai
General Manager: Preetha Vasanji
Creative Director (Art): Sanjay Kudale
Senior Copywriter: Anisha Raisurana
Business Head Digital: Vainateya Gavai
Junior Visualiser – Digital: Damini Kalshekar
Copywriter - Digital: Nikita Lalwani
Servicing Team: Rohil Paralkar

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