Aim
Tiredness is one of the main afflictions of astigmatism, but despite the awareness there is little understanding about the benefits of using contact lenses to reduce strain on the eyes.
Execution
The three agencies collaborating on the campaign—MRM Japan, McCann Erickson and UM Japan—linked the concept of being tired to eye strain and astigmatism.
To make the campaign more appealing to women, the company used the character of a princess to talk about how astigmatism could be related to being tired. The company created a website where users could analyze their unique "tiredness type" by either logging in with their social-networking account or by answering a questionnaire. Users who logged in through social-networking sites could share their results with their network.
Results
The campaign, which ran between 27 March and 20 April, saw 195 per cent more visitors to the brand website, a 195 per cent increase in app users, and a 1626 per cent increase in sharing.
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