Developed by Grey Hong Kong, the print push is running across newspapers and magazines in the SAR. The creative work shows a cross-section of the human head with a focus on the eye — with an army of ants crawling around the inside of the eye through the optical passage.
According to Grey Worldwide Hong Kong general manager Danny Mok, the creative positions Patanol as a product which provides rapid relief of eye allergy symptoms including itching, redness and tears, while at the same time preventing symptoms from reoccurring. He noted that the eye care market in Hong Kong is a traditionally small segment, and that the new drive was aimed at boosting consumer awareness of the product.
“Eye allergies are on the rise in Hong Kong, partly due to the deterioration of air quality. Itching is the most common and one of the most unbearable symptoms of eye allergies,” said Mok.
“In this creative idea, we are trying to dramatise the itchy eye and especially its root cause, showing people that they can tackle the cause and relieve the symptoms in one shot.”
Mok added that Hong Kong consumers tended to use eyedrops to relieve discomfort instead of using the right solution for their condition.
