|
|
The Challenge
- Bausch & Lomb wanted to introduce, educate and gather sales leads for their new PureVision® Multi-Focal Lenses that were made for a female audience.
- Their secondary goal was to capture information from women regarding the usage of vision correction products: eye glasses vs. contact lenses.
The Solution
- Mothers were selected as the target audience, given the nature of the product, and optional survey questions were developed to speak to this audience and gather the data the client needed.
- Marden-Kane delivered a contest via More Magazine and Bausch & Lomb's web site that appealed to mothers, asking them to define their "vision" of motherhood and how they "see" things differently since becoming mothers themselves.
- A panel of judges across the country used a Marden-Kane built online judging tool to easily score and determine the winners.
- The promotion further appealed to moms by utilizing a high profile celebrity spokesperson (Finola Hughes) in creative ads and prizing, which included a Grand Prize trip to New York for a Beauty Makeover by Finola Hughes and 5 First Prizes of an eye exam and a year's supply of PureVision® Multi-Focal lenses.
The Results
- The contest exceeded expectations and provided sales leads and vision correction data for Bausch & Lomb.
- Brand awareness for the Pure Vision Multi-Focal Lenses was raised through the significant media placement.
|
|
