2014 Winners & Shortlists

The Brief

The objective of this campaign was simply to increase traffic and revenue to Optica in Bahrain Mall. Traffic to this particular outlet (Bahrain Mall) had dropped due to other, bigger malls opening nearby. Optica did not have much budget to put behind activity only promoting one specific outlet so any activity needed to be very budget conscious.

Describe how the promotion developed from concept to implementation

We played on the human trait of curiosity and persuaded customers to visit Optica by tempting them with the chance to win a gift. To qualify, contestants had to demonstrate strong eyesight by spotting the smallest ever promotional ad in Bahrain. We placed small black stickers (15mm in diameter) where people might see them - washroom mirrors, escalators, tables in food courts etc. The stickers instructed customers to take a picture and show it to staff in Optica for the chance to win. Our desired outcome was to generate a fun brand association and sales that would cover the costs.

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales were 120% of target during the promotional period. We generated sales in Bahrain Mall of 6.8x the media spend. We had over 200 image uploads on Facebook.

Explain why the method of promotion was most relevant to the product or service

Optica is a professional optician's who pride themselves on the quality of eyecare they offer. This promotion was an instant eyetest. If you had keen enough eyesight to spot the dot and read it, you could take it to an Optica store for the chance to win a prize. As well as being placed in physical locations in and around the relevant mall, we also hid dots on Optica's website and encouraged customers to find them and upload images of them to Optica's Facebook page, for a further opportunity to engage with the brand and win.