"The campaign is more educational and less product-centric," said Nicholas Ye, creative partner of The Secret Little Agency (TSLA), which acquired the account from Saatchi & Saatchi last year. "Our executions this year are more tactical and focused compared to last year's loud, disruptive campaign."
TSLA has distributed large 'eyebins' around the city, fronting the tagline 'Don't trash your eyes'. The eyebins complement a TVC and outdoor media. TSLA also created two life-size eyeball mascots which accompany an educational roadshow around schools.
"Transitions is reaching out particularly to school children to develop healthy eye habits at a young age," said Ye. "So far, the response has been overwhelming, which is the best indication that our efforts are effective."
"At Transitions, we feel it is crucial to educate parents and children on the harmful effects of UV rays on the eyes in the long-term," said Carol Sim, marketing manager, Transitions. "The Transitions Healthy Sight campaign was introduced to educate and increase awareness of the danger, and to encourage them to ask for Transitions lenses, which block 100 per cent of UV rays."
