As part of Bausch & Lomb’s new outdoor campaign a common creative has been splashed on bus shelters, hoardings and mobile vans which urges people to make a statement with their eyes.
The creative displays the photo of a model wearing Bausch and Lomb contact lenses; her eyes have been placed in double quotes and the copy reads, “Let your eyes talk”.
The campaign has been ideated by DraftFCB Ulka and executed across Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Bengaluru, Pune, Ahmedabad, Jaipur and Chandigarh by Outdoor Media Integrated (OMI), a division of Laqshya Media, the OOH partner for this campaign.
This is the first instance when Bausch & Lomb has used the outdoor medium significantly. The campaign was launched in the last week of December and culminated by the end of January.
The TG for the campaign comprised youngsters in the age group of 15-24 years from SEC AB, who are either studying or are about to start their careers. The company used a total of 90 bus shelters, mobile vans and hoardings across the 10 cities. In addition, 200 LCD screens were installed in optical shops, playing loops of the Bausch & Lomb ad.
Shiveshwar Raj Singh, creative director, DraftFCB Ulka said, “Contact lenses in India are still considered as a luxury item. One of the reasons for this can be the high-fashion environment of stores where they are available. The other reason is that people choose to wear lenses occasionally to kill the boredom of putting their spectacles on.”
“With this campaign, the company intends to suggest that contact lenses are a better alternative to spectacles. In fact, most people use contact lenses and spectacles alternately. Also, by considering eyes as the ultimate form of expression, we have tried to do away with the prescriptive quality attached to contact lenses.”
The DraftFCB Ulka creative team, which worked on the campaign, include Ginny Diwan and Shiny from art and Richa Wadhera from copy. The client servicing team was headed by Akash Sharma, GM, DratfFCB Ulka and included Shruti Tandon Deb, Ragini Sharma Banik and Shekhar Nautiyal.
Sunil Gadgil, GM, vision care, marketing, Bausch & Lomb said, “The target consumer of the contact lens category is someone who is aware of the product, but does not feel the need to opt for it. One of the main objectives of the campaign was to build the relevance of contact lenses to a bespectacled person. Our campaign regards eyes as a pure form of expression and this is not possible when you wear spectacles. We communicated this universal insight with the outdoor campaign, which provided a larger than life canvas.”
He adds that Bausch & Lomb has placed vision care counselors in 130 top-end optical stores across cities, who give free contact lens trials to potential customers visiting the stores. Gadgil informs that thanks to the buzz that the outdoor campaign has generated, so far, Bausch & Lomb has conducted free trial sessions for 6,000 people across the cities.
The company has also taken radio spots on Radio Mirchi, Hit 95, Red FM and Fever 104 in Delhi and Mumbai.