Acuvue campaign targets young generation

Spanning over cable, terrestrial, television, cinema, print advertisements and digital platforms between 7 July and 7 October, the campaign aims to establish the brand as the lens of choice for new contact lens wearers aged between 18 and 24 years old.

The campaign highlights that it is important for the younger generation to be comfortable and have the freedom to be themselves. It aims to position the  contact lens brand as one that allows them to move ahead in life, giving it their best shot.

The campaign kicked off with a television commercial featuring a young woman who finds it cumbersome to watch 3D movies while wearing spectacles. The TVC is running on a number of channels on cable, cinema and terrestrial channels.

The same idea will be implemented in the first phase of print advertisements, which will appear in newspaper dailies such as The Straits Times and The New Paper, as well as magazines such as 8Days, i-weekly and Cleo. Radio commercials will also be broadcasted on English-language radio station 987-FM.

Johnson & Johnson Vision Care Singapore will also be launching a Facebook competition to encourage participants to submit videos to show how the contact lens brand makes them "feel free to be themselves".

The winner will have an opportunity to appear in a print advertisement for 1.Day Acuvue Moist.

Credits
 

Creative McCann Worldgroup Singapore
Media OMD Singapore
Digital MRM Worldwide
Public Relations Communications DNA
Event and BTL Activation Antics@Play