ULTRA ONE DAY and Marf Yau break dryness cycle with water dance

The international contact lens brand Bausch+Lomb ULTRA ONE DAY (UOD) has tapped Marf Yau, member of Cantopop girl group Collar, to redefine the comfort of contact lenses and help users break the dryness cycle. At the heart of this campaign is the launch of ULTRA ONE DAY, the lenses designed to achieve eye health and take comfort to new heights for 16 hours a day.

The campaign was developed based on findings of a research which revealed over 60% of Hong Kong residents struggle with dry eyes, which is significantly higher than the rate in Western countries. In light of this, the campaign “Breaking contact lens related dryness cycle, extending comfort with no boundaries” (打破眼乾 舒適無界) aims to highlight ULTRA ONE DAY’s ability to deliver high breathability and high moisture, promoting better eye health. It runs from 13 March to mid-April.

This year’s campaign introduces a groundbreaking emphasis on water elements, symbolising the hydration to break contact lens related dryness cycle and comfort that ULTRA ONE DAY delivers. In a creative collaboration, its brand ambassador Yau has choreographed a mesmerising water dance for the first time. Her “go beyond” attitude brings the theme to life, embodying the “Comfort with no boundaries” that ULTRA ONE DAY promises to its wearers.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Bausch + Lomb said Yau’s genuine breakthrough stories and her "go beyond" attitude resonate perfectly with ULTRA ONE DAY’s brand philosophy.

"Building on the success of last year’s collaboration, Yau took it a step further this year by choreographing a powerful water dance for the first time. This creative execution brings the campaign theme of “breaking contact lens-related dryness cycle” to life and enhances the visual impact of the water element, symbolising hydration and comfort," the spokesperson added.

The campaign has leveraged a 360-degree communications strategy, with digital and social media launch to sustain the strong brand awareness built from last year. After establishing brand awareness, key messages and reasons-to-believe (RTBs) were amplified through out-of-home (OOH) advertising such as MTR posters and ads on bus shelters to drive trial and purchase, said the spokesperson. "For example, audiences can scan QR codes on OOH ads to access a five-day trial lens offer and new-user promotions, encouraging registration and store visits."

Apart from OOH ads, the campaign was also amplified through YouTube, owned social media channels, GDN banners, and search engine marketing. Trade visibility and consumer promotions were also leveraged, including five-day trial packs to drive registrations and in-store purchases.

“With the success of last year's campaign still resonating, we are thrilled to partner with Yau again in this year,” said Alman Tang, marketing manager of Vision Care of Bausch + Lomb HK. “We’ve made significant enhancements compared with last year, including not only Yau’s groundbreaking choreography of the water dance but also impactful water visuals, redefining comfort in relation to eye health.”

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