The campaign is based on real people, true stories, facts and statistics to create a solid platform to demonstrate how people can wear contact lens without the hassle of daily cleaning. Local shop isense crafted the launch campaign, dubbed 'Feel what you view'.
"We wanted to interpret the product benefits into a real value to encourage initial trial," said isense account director Jenny Ngan, of the selection of 30 'Pure reps' from a variety of social backgrounds and professions to test the product.
An air stewardess, tour guide, model, designer and medical professional were among the representatives selected for the trial campaign, which kicked off in October last year.
Their experiences of wearing contact lens were subsequently written up over four consecutive weeks in Milk magazine, a weekly Chinese-language title read by the early 20s to 30 set.
The write-ups focused on the problems they encountered in cleaning and wearing contact lens prior to switching to PureVision.
Ngan said the features allowed the brand to convey the product benefits in a subtle way. "The unique selling point about PureVision is that people can wear it continuously for a maximum of 30 days. It is a healthier way of wearing contact lens and suits the busy lifestyle of Hong Kong people as demonstrated by the Pure reps."
An interactive element was added at the end of the feature series, allowing readers to vote for five representatives who benefited the most from wearing PureVision. To encourage voting, the first 500 voters have been offered a movie pass to a PureVision screening at Hong Kong's newest cineplex on February 8.
Additionally, five voters who correctly called the top five rep choices will be presented with a grand prize of an air and hotel package for two to the winner's destination of choice in Asia.
Scenarios of a day in the life of five Pure reps and how PureVision fits in, will be profiled on Cable TV, beginning in February. Ngan said the vignettes would be shot MTV-style, with the reps sharing their experiences in wearing contact lens, including PureVision lens.
"Cable TV was recommended to sustain the campaign and create more impact," said Ngan.
She said a 20-second commercial would also run around the vignettes.
Alongside the Milk campaign, Bausch & Lomb also teamed up with non-commercial portal ESD Life to conduct a poll on contact lens wearing habits in Hong Kong.
The findings will be presented at a press conference, with an optometrist discussing upcoming developments in contact lens and a local celebrity sharing her experiences of wearing PureVision lens.
