ULTRA ONE DAY leverages OOH ads to connect with dry-eyed contact lens users

Contact lens brand Bausch + Lomb's ULTRA ONE DAY has leveraged out-of-home ads across Hong Kong to convey the message of its new brand campaign, reminding dry-eyed contact lens users that contact lens can go beyond comfort. 

Running until 27 July, various out-of-home ads are displayed across the city. At Causeway Bay near SOGO, ULTRA ONE DAY turns a regular bus shelter into an immersive deep blue ocean with giant 3D contact lens boxes for audiences to visualise how comfortable wearing ULTRA ONE DAY contact lens can be.

The digital panels feature a journey starting with awakening pain points of wearing existing contact lenses - dry eye problem as a hook to create resonance with audiences. The panels then offer a solution by switching to a pair of comfortable contact lenses which may help reducing eye dryness and discomfort as ULTRA ONE DAY added eye dryness prevention ingredients recommended by international authority in ophthalmology.

Visitors can use their mobile phones to scan the QR code to enjoy five-day trial lens and new-user promotion offered by the brand.

Apart from the OOH domination, ULTRA ONE DAY has also launched a series of digital promotions to further engage with audiences. A check by MARKETING-INTERACTIVE saw on YouTube that the video has achieved more than 1.4m views. According to the press release, the social posts have generated over 630,000 engagements.

“ULTRA ONE DAY redefines comfort, constantly pushing the boundaries with "GO BEYOND" attitude. To deliver this brand message in a convincing way, we take one step further to adopt a seeing-is-believing approach to turn a typical bus shelter to an immersive blue ocean for audience to feel the comfortable contact lens wearing experience of ULTRA ONE DAY from the hustle and bustle.” said Alman Tang, marketing manager of Vision Care of Bausch + Lomb HK.

MARKETING-INTERACTIVE has reached out to ULTRA ONE DAY for more information.

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