The initiative is part of an engagement programme for the 1 Day Acuvue Moist contact lenses brand. The application analyses the optimal water consumption of a registered users according to their body weight, existing climatic conditions and exercise pattern. Reminders are sent during the day to drink water.
As the summer heat has arrived, the campaign aims to build a ‘healthy way of living’ in the daily routine of people.
Developed by OMD Digital, the application also reminds users to check on the dryness of their contact lens at 6pm daily to ensure healthy visions. Free samples are offered via SMS to Johnson & Johnson.
Beerajaah Sswain, director of digital and emerging media in OMD explains: “Value content is something which is definitely working better than paid media. The strategy here therefore is to keep the consumer engaged while tactically enforcing the need to adopt the product at relevant moments.”
Credits:
Project Digital Innovation Campaign
Client Johnson & Johnson VisionCare
Creative agency OMD Digital, India
Production company Mauj Telecom
Exposure Digital out-of-home, mobile
