CibaVision was looking for a fully integrated, national promotional campaign that would drive sales and increase penetration by awareness-building and trial. Creating compelling, easily activated communication tools for promotion sell-in through sales reps and and national account executives was critical to the success of the program.

The strategic approach began with a great deal of research, discovering the critical decision points along the path to purchase, with an understanding of the main challenge: maintain the spontaneity of the more emotional, fashion-conscious purchase through the more rational stages, such as visiting an eye care professional. The most influential research looked fashion-focused women, attitudes and behaviors, and decision paths and barriers, and patient compliance through linking color contacts to better patient behavior/contact lens regimen.

Specific deliverables included showing how campaign idea played out in different retail formats such as doctor’s Print and outdoor was to occur simultaneously.

The following campaign revolved around the idea that a fairly simple yet dramatic reinvention of one’s look was possible using these colored contact lenses.

CibaVision Campaign concept board

Campaign magalog and placement in major target market publications

Launch, Times Square

Launch, Banner Ads

Taking over NYC’s R line to generate awareness and trial

Taking over NYC’s R line to generate awareness and trial

In the doctor’s office: building awareness

Information/promo fan with groovy music cd

Coupons and incentives: direct/weekly store ads

Rich email campaign templates for private practices and direct from manufacturer