CLIENTAlcon
Ahead of the launch of PRECISION1™, a new contact lens for first-time wearers, Alcon faced a market saturated with competitors focusing on physical aspects or technical specifications.
However, many new users were deterred by fear and a lack of after-care support, leading to high dropout rates. Alcon needed a campaign that would create an emotional connection and provide the necessary support for new wearers.
The primary challenge was to address the high dropout rates among new contact lens wearers, who were often discouraged by discomfort and a lack of guidance. The campaign needed to appeal emotionally to potential users and provide robust after-care to help them transition smoothly to wearing contact lenses.
Iris developed the "See What Happens" campaign, encouraging curious individuals to experience life without the limitations of glasses.
The campaign included an energetic brand film showcasing the transformation from glasses to contact lenses, supported by a 5- day free trial starter kit and a 30-day supportive email program. This approach aimed to surprise and delight new users, building their confidence and illustrating the significant positive impact of a seemingly small change.
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