2013 Winners & Shortlists

KAMRA VISION - BLURRED NEWS PAPER

BrandMUSCAT EYE LASER
Product/ServiceKAMRA VISION
EntrantFP7/MCT OMAN Muscat, OMAN
CategoryUSE OF MAGAZINES/NEWSPAPERS
Entrant Company FP7/MCT OMAN Muscat, OMAN
Advertising Agency FP7/MCT OMAN Muscat, OMAN
Media Agency UM Muscat, OMAN

Results and Effectiveness

The creative treatment and the effectiveness of the innovative communication strategy were simply overwhelming. The number of enquiries at Muscat Eye Laser Center, shot up phenomenally – On the 1st Day, more than 200 calls were received by the Call Center personnel, followed by over 350-400 calls subsequently over the next 2 releases.

Creative Execution

To get the TG’s instant attention, and to highlight their problem, the entire half-page ad area of the newspaper was blurred out which, creates a sort of visual irritation even to a person with normal vision! And with a not-to-be-missed ‘Post-it’ in clear print was placed on the bottom, left-hand corner of the Ad (blur) with the message: Not only here, if you see the blur on all pages of this newspaper, talk to us! Call Muscat Eye Laser at +968 24691414. Once the caller is explained over the phone about the remarkable KAMRA Vision treatment, the TG would instantly relate to it as the ideal solution to 'Near Vision' reading problem, and, this is best illustrated by placing the ad in the Newspaper on the 'Region' page, and since Muscat Eye Laser Center is the only place in the region for KAMRA Vision technology.

Insights, Strategy and the Idea

To drive home the message about the new, groundbreaking ‘KAMRA VisionTM technology’, to a clear ‘target group’ aged 40+. As most of the TG find the onset of blurred near vision, a huge inconvenience and especially the need to carry reading glasses everywhere. The gradual blurring of ‘Near Vision’ is the first noticeable problem for people after the age of 40 (our TG). The problem, eventually begin to follow the TG all the time. From reading the newspaper or written message on TV to checking time on wristwatch, reading SMSs and so on - the problem becomes inseparable, and thus aggravates everyday situations.

Credits

Name Company Role
Noufal Ali FP7/MCT/Oman Executive Creative Director
Noufal Ali FP7/MCT/Oman Creative Director
Noufal Ali FP7/MCT/Oman Art Director
Dhruv Chatterjee FP7/MCT/Oman Copy Writer
Sanoop Ramachandran FP7/MCT/Oman Art Director
Renjith Pillai FP7/MCT/Oman Art Director
Najeeb Mohmed UM/Oman General Manager
Asma Maqbool UM/Oman Account Supervisor
Hayder Abbas Muscat Eye Laser Center Head Of Marketing