2014 Winners & Shortlists

BLURRY MOVIE

Bronze

Case Film

Presentation Board

BrandALCON
Product/ServiceASTIGMATISM AWARENESS
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryBroadcast: TV, Cinema, Radio
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency 2 STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

Our cinema experience reached 105,000 people in 2 weeks. The campaign helped grow awareness of Astigmatism from 7% to 33% in only 5 weeks.Moreover, people’s intention of visiting an eye optician improved from 25% to 39%. (Source: Agency Tracking Research).The conversations delivered an earned media value of $223,000 through social media posts, on-air mentions, TV coverage & PR. This was almost 6 times the paid investment. (Source: Agency Evaluations)

Creative Execution

We partnered with a cinema chain to do something unheard of. Imagine sitting in the cinema waiting to enjoy the 3D movie you have just purchased tickets for. But instead of a perfect image you see a blurred movie trailer. You are puzzled and wonder if this was a 3D trailer. You look around and notice people putting on their 3D glasses. As you put your glasses on you see the on-screen message ‘This is not a 3D trailer – this is how people with astigmatism see a trailer’. We partnered with Fox to produce this ‘Fake’ little surprise at the beginning of the movie The executions sparked conversations about Astigmatism via social media, radio and PR.

Insights, Strategy and the Idea

Imagine not being able to read this sentence clearly or not seeing things that matter to you. The truth is that without clear vision, you cannot experience life fully. Astigmatism is an eye condition characterized by blurry vision. Nearly a million adults in UAE (20% of the population) suffer from it but only 7% are actually aware of it ! The truth is that people rarely get their eyes checked. We needed to overcome this consumer apathy. Alcon’s challenge was to raise awareness of this wide-spread but lesser known ailment and encourage people to get their eyes checked. What if instead of telling people, we could let people see what Astigmatism was like for themselves? We identified media channels where vision is critical to the enjoyment of the experience. Watching cinema was one such occasion when seeing things really mattered.

Credits

Name Company Role
Mohit Lodha Starcom Mediavest Group Media Director
Zeeba Ismail Starcom Mediavest Group Media Manager