Alcon – The London Stare

About This Project

The Dailies Total 1 contact lens has an innovative surface made with over 80% water.
9 in 10 people who have tried them said they couldn’t feel the lens. It’s safe to say they are the most comfortable contact lens ever made.

When all contact lenses are always sold on comfort, how could we communicate how incredibly comfortable these lenses are in a way that was as new and as innovative as the product?

We turned it all around, and reminded people what it’s like to be uncomfortable…
…and to a British person, there’s nothing more uncomfortable than having to keep eye contact with a complete stranger.

We created a multichannel campaign – The London Stare – a campaign that literally put our customers eyes to the test.

We created a custom built digital poster that looked back at you. 1 of 4 characters challenged you to a staring contest; this was done via an embedded camera with facial recognition software.

Next we created event in 2 Westfield shopping centres in east and west London that allowed them to have a live staring competition via a high definition video link.

Our experiences utilised digital, outdoor and experiential media and targeted customers in and around retail environments, the aim was to engage people in “buying mode” and made sure the experience was in close proximity to an optician so we could drive trial of the product more easily.

Apps & Hardware, Content, Experiential, Games, Out Of Home