CooperVision tries its hand at first consumer campaign

Singapore - CooperVision, contact lens design, material development and manufacturing company, has rolled out its first consumer campaign titled ‘Natural Defense Against Dryness' in Singapore to promote its latest premium lens Proclear 1 Day.

Prior to this, CooperVision communicates with consumers through eye care practitioners and providers. This integrated consumer campaign will serve to build awareness among the consumers and media.

To position the lens as a natural defense against dryness, the campaign's concept uses water, an element that is all-healing, all-cleaning and provides natural defense against the everyday ills. The campaign includes advertising, PR, events, and interactive components namely micro-sites and electronic DMs.

TVCs are airing on selected StarHub channels, print ads are appearing on newspapers and female magazines, whereas bus wraps and train panels are also being utilised. The campaign also made use of online ads.

Conceptualised and developed by Crush Advertising, with ZenithOptimedia handling media planning and buying, the campaign launched on 29 November and will run for the next three months. CooperVision plans to roll out campaigns in other countries in the near future.