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My new me

Category campaign for Alcon

How to gain back confidence with contact lenses.

Objective & goal

“Let me tell you one thing: You're not only going to see better with these things {Dailies Aqua Comfort Plus und Air Optix Ex, note from the editor.} *Dramatic pause* You’ll also feel better. The young folks just have to understand that.”

Insights

The preconception: contact lenses are inconvenient and restrictive. However, market research shows that people who wear contacts feel more independent and confident. So why don’t we just communicate freedom and confidence as emotional benefits, if rational arguments don’t cut it anymore?

The idea

My new me: Alcon contact lenses give young people the chance to reinvent themselves – to feel free and confident.

The Implementation

We place the message where it is all about self-presentation and -staging. Traditional in fashion magazines and online on social media and display ads. To convert awareness into buying customers we extend the campaign to POS and support opticians with their communication: Sales-folder, cardboard cut-outs and flyers help the experts to consult with prospective buyers and dispel last reservations they might have about contact lenses. But before the optician can convince a customer, Alcon has to convince the optician. To best support Alcon’s sales-team in their pitches, we develop sales materials that are perfectly tailored to the campaign.

Media

  • TV
  • YOUTUBE
  • POINT-OF-SALE
  • SALES COMMUNICATION
  • ONLINE- & SOCIAL ADVERTISING

Before the optician can convince a customer, Alcon has to convince the optician. To best support Alcon’s sales-team in their pitches, we develop sales materials that are perfectly tailored to the campaign.

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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