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Acuvue
Acuvue Golden Lens

RAN IN: Russia

CLIENT
Johnson & Johnson LLC

AGENCY
Wavemaker *Lead Agency


ESforce


SUMMARY

Searching for a new source of business for Acuvue, we have expanded brand’s audience: we picked young men aged 18-35 associated with ESports: gamers, streamers and viewers. We chose one of the key cybersport events – qualifications of the International Dota 2. As part of the tournament we have established the Acuvue Golden Lens award. The award was given to top player of qualifications and luckiest spectator. Two main objectives were to increase brand awareness up to 50% and to increase purchase intent up to 40% among audience reached by communication.

CASE STUDY

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CASE VIDEO


Audience: New target audience for pilot project was specified as young men 18-35, cybersports fans: gamers and viewers. MediaScope data proved this segment to be big enough (6.2 mln), 30% of them have vision disorders. Gaming session can last 7-12 hours: this exertion may lead to dry-eye syndrome and eye fatigue. Playing a tough round, it reduces eye-attention and slows down eye reactions. Hence, gamers risk missing the most important game details and may easily lose.   Acuvue provides excellent performance on comfort, prevents dry-eye syndrome allowing to spend more time in front of the screen.

Objectives: The two main campaign objectives were: 1) To increase brand awareness up to 50% among reached TA (basic awareness level among TA – 35%) 2) To grow Acuvue purchase intent up to 40% of target group, reached by campaign (basic level – 32%) *Source: Yandex Vzglyad, may 2018

Type: B2C

Language: English, Russian