OgilvyAction has created a European consumer and trade campaign for eye health company Bausch & Lomb to promote its SofLens daily disposable contact lenses – which beyond correcting vision are designed to help eyes see better in the dark.
The campaign features the image of a giant white rabbit towering over traffic in the middle of a busy New York street at dusk. The tagline reads: ‘See right at night’, followed by the subline, ‘Strange things happen after dark.’
OgilvyAction created the campaign to communicate the fact that as light begins to fade in the early evening, vision is less clear and eyes can start playing tricks on you.
The NYC bunny campaign is designed to illustrate how Bausch & Lomb’s SofLens daily disposables differentiate themselves from their competitors by providing excellent vision in all light conditions especially after dark. The bunny image will appear in press ads and outdoor posters.
A range of in-store collateral has also been produced for opticians including window posters, counter cards and leaflets providing consumers with product information and a chance to win a holiday in New York. The text in the campaign materials reads: ‘Light fades. Reality changes. As your pupils dilate, you could begin to see things that shouldn’t be there: like halos around lights, haziness around objects and in some extremely rare cases… giant rabbits.’
Smaller white bunny rabbits are dotted across the image of the New York street scene, in office windows, on neon street lights and driving cars. A SofLens daily disposable box is pictured at the bottom of the posters, with a logo beneath it.
The optician window poster advertises the campaign’s competition, which offers SofLens customers the chance to win five nights in New York City if they can spot all the rabbits in the picture.
OgilvyAction has also produced communications materials for its trade audience explaining the campaign approach and the benefits of SofLens daily disposable lenses for its customers. As part of the initiative, Bausch & Lomb is offering the consumers a free 5-day lens trial and cash back on their first three months of purchase via participating opticians.
Eric Kaiser, senior brand manager at Bausch & Lomb, said, “We’re delighted with OgilvyAction’s tongue-in-cheek campaign, which communicates in just the right tone how SofLens daily disposable contact lenses provide clear, crisp, clear vision in low light conditions. It talks about how our lenses provide quality of vision in a way that captures the consumer’s interest and provokes a smile.”
Jason Wall OgilvyAction director, added, “The giant white bunny takes the visual aberrations to a humorous level and emphasises the point in a light-hearted way that is more likely to connect with our younger target audience and first-time lens wearers. It will also help opticians create a buzz about the product and engage with their customers.”
The campaign breaks in the UK in April, and is also being rolled out across Europe in France, Italy, The Netherlands, Spain and Sweden.
The campaign was partly inspired by a Europe-wide Bausch & Lomb survey found that large numbers of young people experience night vision problems with their daily disposable lenses. A survey of 600 16-25-year-olds found that a third reported night vision problems such as blurring.