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My first time

Awareness campaign for Alcon

How the first time can be eye-opening.

Objective & goal

"Most people think that contacts are extremely uncomfortable. How can we open their eyes?”

Insights

Don’t knock it till you try it. If you manage to overcome your reservations, a completely new world opens up to you. And you will think to yourself: That wasn’t all that bad. Not bad at all, actually. I’ll do it again. Give me the contacts.

The idea

By taking advantage of the ambiguity of the phrase “the first time”, we charge the product experience with emotion, and most importantly, add an element of surprise.

The Implementation

“The first time” is an universal experience, which is why we stage a campaign that is universally effective: People with reservations about contact lenses get the full range of educational information through TV, print materials, POS promotions and especially on social media. The brand commercial alone can be seen in nine countries across Europe. Now, what do we do with all the people we got interested in the product?
Converting them to customers, of course: On the category website wearlenses, interested visitors can make the switch from wearing glasses to wearing contact lenses. In order to dispel any last doubts, the website informs about all advantages of the Alcon products. If for some reason that isn’t enough, visitors can schedule their personal consultation with a local optician. Strong side-effect: Leads are being directed to the opticians on site. There are more benefits for local opticians besides gaining in-store customers. wearlenses is also connected to “InContact”. InContact is a B2B2C portal, that helps opticians convert people who are testing contacts into long-term subscription customers. In short: Turning first timers into long-term customers. Who would have thought that “the first time” can turn into a lasting business model?

Media

  • TV
  • YOUTUBE
  • PRINT
  • POINT OF SALE
  • SALES COMMUNICATION
  • FACEBOOK
  • WEBSITE

Now, what do we do with all the people we got interested in the product? Converting them to customers, of course: On the category website wearlenses, interested visitors can make the switch from wearing glasses to wearing contact lenses. In order to dispel any last doubts, the website informs about all advantages of the Alcon products. If for some reason that isn’t enough, visitors can schedule their personal consultation with a local optician. Strong side-effect: Leads are being directed to the opticians on site.

There are more benefits for local opticians besides gaining in-store customers. wearlenses is also connected to “InContact”. “InContact is a B2B2C portal, that helps opticians convert people who are testing contacts into long-term subscription customers. In short: Turning first timers into long-term customers. Who would have thought that “the first time” can turn into a lasting business model?

The result

Who even likes to talk about their first time? Apparently, all of Social Media Germany: the content on YouTube and Facebook converts an above average number of people to prospective customers. All of this with organic traffic. Not bad for the first time with Alcon.

7,47%

Conversion rate of YouTube-Spots.

21,1%

video views through organic traffic.

3,87Mio.

Video Impressions

2,02%

Conversion to Website at the pre-rolls.

Interested?

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

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