Acuvue: MOBILE HYDRATION EXPERT

Credits & Description:

Category: Best Use of Other Digital Media, including Mobile Devices

Advertiser: JOHNSON & JOHNSON

Product/Service: ACUVUE MOIST CONTACT LENSES

Date of First Appearance: Jun 25 2009 12:00AM

Entrant Company: OMD INDIA, Mumbai , INDIA

Entry URL: http://wml.mauj.com/games/spl/index.php?spl=9883

Vice President Digital: Biraja Swain (OMD India)

Manager Digital & Mobility: Shagun Raghuvanshi (OMD India)

Product Manager: Ritu Ghuwalewala (J&J India)

Media placement: Mobile Phone - WAP site - 24 July 2009



Results and Effectiveness



64,299 visitors on WAP Site
20,000 application downloads
3000 trial requests/ call backs.

A highly engaging property was created for the brand, which involved the consumer, and induced her to try the product.

Keyword "MOIST" associated strongly with brand, reinforcing the core brand promise.



Creative Execution

A mobile app was created, which users could download on their mobile phone. Based on lifestyle, body weight, climatic conditions, it analysed and recommended the daily water intake for the user. Through the day, the app sent reminders to consume water, at regular intervals and tracked intake. Towards end of day, at 6pm, it linked the thought of the body needing water, to eyes also requiring hydration.

It induced the user to send an SMS to get a free trial pack of Acuvue Moist, the contact lenses which create a moisture rich cushion and keep your eyes hydrated.

A WAP site was created for users to access the app, and the activity was promoted through both mobile and other ATL media.

Both worked together to call users to download app, register for free trial, and also remind her again to ask for trial pack with the daily evening alarm in-built into the app.



Insights, Strategy & the Idea

Key proposition of Acuvue Moist contact lenses- Creates moisture rich cushion for "all day comfort"

Key objectives:
Bring to life this proposition, position it as THE CHOICE for contact lens wearers.
Engage audience with product benefits, and induce trials

Audience:
• 18-29 year-olds, young women primarily, full-time contact lens wearers, living in top 6 metros
• Beyond 9-5 life enthusiasts
• Content with what she currently uses but admits to discomfort with prolonged hours of lens usage

Unique insights:
Wearing contact lenses over long hours causes discomfort and irritation due to dryness, and leads to irritation at end of day.

The mobile phone is an essential personal accessory for this audience and they live with it through the day.

The Idea:
Link HYDRATION FOR BODY-HYDRATION FOR EYES
A "PERSONALISED HYDRATION EXPERT" application for the mobile phone, with a built-in trial-inducing mechanism.