Abbot Medical Optics: WHAT YOU'RE MISSING

Credits & Description:

Advertiser: ABBOTT MEDICAL OPTICS
Agency: WUNDERMAN
Category: Commercial Public Services Incl. Healthcare & Medical
Advertising campaign: WHAT YOU'RE MISSING
Senior Copywriter: Eric Kawaguchi (Wunderman West)
Creative Director: Susie Lim (Wunderman West)
Art Director: John Turcios (Wunderman West)
Producer: PJ Haarsma (Wunderman West)
Executive Creative Director: Craig Evans (Wunderman West)
Post Production: Drew Lewis (Wunderman West)
Account Director: Steve Collins (Wunderman West)
Account Executive: Taryn Talbott (Wunderman West)

Relevancy
Within optometrists' offices our target would already be in the mindset of wanting to correct their vision. By uploading our video onto special video viewing glasses and placing them among the eyeglass displays, we were able to capture their undivided attention in an unexpected way. The content of our video delivered a message that when it comes to clear vision, it’s not a matter of what you’re looking at, but rather what you’re missing out on. With these viewing goggles we were able to show them first hand.

Outcome
At time of writing this award entry the campaign had just launched (a week prior), so tangible results are not available. However, we’ve received anecdotal feedback from a number of optometrists that the iLASIK video goggle display was causing quite a buzz and that they had made significantly more referrals to their ophthalmologist counterparts who perform the procedure.

Implementation
To complement the digital campaign, we created a video to convince people to correct their vision by conveying the emotion of a lens-free life. The video is unique because it was produced by using a series of still images, each of which was manipulated with movement to highlight the fine details and embellish the idea of clear vision. We knew that the content of the video was only part of what would make this video a success. How we delivered this content was the other. So, we had potential patients discover our video where it was most relevant: Optometrists' offices.

Client Brief Or Objective
Abbott Medical Optics is the US market technology leader in refractive eye surgery. AMO's consumer-facing brand is called iLASIK. Traditionally the industry has not invested in DTC marketing communications, but AMO engaged us to conduct a pilot campaign in four key US test markets. The objective of the pilot is to increase awareness and conversion to iLASIK of those considering corrective eye surgery.