ALCON

  • ServiceAdvertising
  • SectorHealthcare
  • Websitewww.alcon.com
  • Patient education
  • Leveraged social media
  • Dedicated communication
  • Product branding material
  • 360-degree campaign
  • Brand promise translation
The brief

Educate the people about the advances in cataract surgery and how it is enabling more freedom from glasses.

The insight

Cataract and its treatment. We also found that adding a digital element to the communication would increase its effectiveness. WhatsApp and video were identified as the two media channels that could be leveraged.

MEDIA UTILIZED
  1. Magazines (ads in Hello 6e, Spice Route)
  2. Newspapers (ads in English and 8 regional languages across India)
  3. Radio (prime-time ads on 22 stations across India)
  4. In-clinic posters (eye clinics, hospitals, and counselling centers)
  5. Educational videos (accessed by scanning a QR code)
  6. Digital booklet (requested by messaging a WhatsApp number)
The solution

We launched and sustained an awareness campaign across platforms. While print ads in newspapers and magazines and posters in clinics were chosen as the primary messaging platforms, WhatsApp ande video were the secondary messaging platforms. To leverage this, a dedicated WhatsApp number was given in each creative. The audience could send a custom message to receive more information about cataract right on their phones. A QR code was also incorporated into each creative, scanning which users could watch an educational video.

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70 MILLION NEWSPAPERS REACH

6.7 MILLION MAGAZINES REACH

319% RADIO REACH

1000+ QR CODE SCAN

1000+ ENGLISH WHATSAPP MESSAGES

3500+ REGIONAL LANGUAGE WHATSAPP MESSAGES

CONTOURA VISION CAMPAIGN
THE CHALLENGE:

Introduce Contoura Vision LASIK as the customized vision correction treatment.

THE INSIGHT:

LASIK is an option for both men and women in the 18-35 age group, who want to live life on their own terms, and be perceived as independent and unique.

THE SOLUTION:

Create ads and branding material that can be used across platforms.

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CAMPAIGN DETAILS
  1. Magazine ads (Cosmopolitan, Elle, Femina, GQ, Harper’s Bazaar, Vogue, Hello 6e and Spice Route)
  2. In-theater ads (on-screen and in lobbies of 480+ theaters and multiplexes)
  3. Digital ads (3 matrimony sites, YouTube video ads)
  4. OOH standees (Café Coffee Day, McDonald’s outlets)
  5. OOH mall branding (15 malls across India)
  6. OOH in-coach ads (metro trains in Delhi and Mumbai)
  7. In-flight magazines (special tab ads)
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