Post by account_disabled on Dec 20, 2023 10:10:16 GMT
In recent years, we have been spending more time in front of screens, work meetings have been replaced by videoconferencing, and instead of studying at school, children are learning remotely. Unfortunately, most Poles do not have their eyes checked regularly. Even among glasses users, 51% visit the optician less than once a year! Failure to undergo medical examinations, improperly selected spectacle lenses, and intensive use of multimedia devices all pose a high risk of worsening vision defects. That is why the manufacturers of eyeglass lenses, the Hoya and Seiko brands , initiated the nationwide social campaign " Wzrok OK ".
We wanted to encourage all of Poland to take care of their eyesight! Strategy We only promoted a small step and did not want to dazzle with complicated data or encourage demanding activities. We summarized all the campaign's recommendations in 3 steps, the most important of which Email Marketing List was the first step - an eye examination. On the campaign website, MamWzrokOk.pl, we have provided a special, nationwide search engine for optical salons - to make arranging an inspection visit as easy as possible. The key message of the campaign is " take the first step, get your eyes checked! ". We also assumed that the campaign should be carried out online - where most Poles now spend the most time. That's why in our media plan we focused on Facebook , YouTube and VOD.
There, we completed over 90% of contacts with recipients, directing them to the campaign website and encouraging them to make an appointment for an eye examination. We strengthened the campaign with PR activities , also addressed to offline media. Creation The main goal was to make people aware that in times of remote work/learning, eyesight plays a key role and now is the time to take special care of your eyes. We chose a simple solution: showing a humorous situation resulting from deteriorating eyesight in the spot and inviting people to visit a specialist. Encouragement to take the next steps according to the scheme: first step - check your eyesight, second step - protect your eyesight, third step - exercise your eyesight! The punchline of the spot and, at the same time, the symbol of the action was the OK sign, a hand-to-eye gesture performed by the characters of the clip and people appearing in static advertising forms.
We wanted to encourage all of Poland to take care of their eyesight! Strategy We only promoted a small step and did not want to dazzle with complicated data or encourage demanding activities. We summarized all the campaign's recommendations in 3 steps, the most important of which Email Marketing List was the first step - an eye examination. On the campaign website, MamWzrokOk.pl, we have provided a special, nationwide search engine for optical salons - to make arranging an inspection visit as easy as possible. The key message of the campaign is " take the first step, get your eyes checked! ". We also assumed that the campaign should be carried out online - where most Poles now spend the most time. That's why in our media plan we focused on Facebook , YouTube and VOD.
There, we completed over 90% of contacts with recipients, directing them to the campaign website and encouraging them to make an appointment for an eye examination. We strengthened the campaign with PR activities , also addressed to offline media. Creation The main goal was to make people aware that in times of remote work/learning, eyesight plays a key role and now is the time to take special care of your eyes. We chose a simple solution: showing a humorous situation resulting from deteriorating eyesight in the spot and inviting people to visit a specialist. Encouragement to take the next steps according to the scheme: first step - check your eyesight, second step - protect your eyesight, third step - exercise your eyesight! The punchline of the spot and, at the same time, the symbol of the action was the OK sign, a hand-to-eye gesture performed by the characters of the clip and people appearing in static advertising forms.