Category17v2.pdfGOLD AWARD
Saatchi & Saatchi Wellness and Transitions Optical
Online Healthy Sight Campaign
The thinking behind this campaign was outstanding and it was flawlessly executed. To effectively position Transitions photochromic lenses with consumers and eye care professionals and drive sales, the team focused on the idea that UV protection is essential to eye health. Partnering with National Geographic photographers who use the lenses and whose jobs depend on healthy eyes, the ads featured nature photos, photographers’ testimonials and the product.
One judged called the photographs and “beautiful” videos an “extremely good use of the web to brand a product,” also noting a “perfect link” between the campaigns and the product.
The campaign was adapted for flash and expandable banners and for ad pods for an ABC.com sponsorship. Interactive kiosks showed photographers elaborating on the stories behind their National Geographic photos. Script and text also stress the importance of healthy eyes to the photographers, incorporating lines such as “Transitions lenses help me see better today and keep my eyes healthy for tomorrow,” and “I can always get a new camera, but I have only one pair of eyes.”
The campaign garnered over 1.2 million video starts. A study of the ad pods revealed that unaided brand awareness increased from 15% to 29%.
SILVER AWARD
AbelsonTaylor and Ther-Rx Corporation
Clindesse Banner Ad Campaign
The agency developed a streamlined “billboard” message to effectively reach OB/GYN’s and primary care physicians and maintain market share for Clindesse. The product had lost its first position in a crowded market, and its marketing budget was reduced. Non-personal promotion was increased to maintain brand awareness. The agency took “a concise and playful approach” to combat docs’ limited attention. Judges praised the graphics. “The ads get the major points across quickly and effectively,” noted one judge.
From the November 02, 2009 Issue of MM+M - Medical Marketing and Media
