Alcon has revealed an integrated campaign to promote its contact lens product AIR OPTIX plus HydraGlyde. Together with DigitasLBi, the brand created its #NeverSettle campaign, which will run across Asia starting in Malaysia. The campaign aims to spark conversations around the areas where people settle in their everyday lives, such as vision, without realising it.
The spot focuses on Germaine Yeap, a former bank treasurer who left her career in finance to become a muay thai fighter and stunt actor. According to a press statement, the campaign challenges people to not settle for an inferior monthly contact lens in their own lives and to choose Alcon’s product instead.
Yeap is featured in a 30-second product focused film and a longer two-minute film, which tells her personal journey from finance worker to fighter. She also shares how she can’t settle for anything other than perfect vision. Since the spot’s launch on Facebook last Friday, the video has garnered over 105,000 views, 2,200 reactions and 141 shares.
The campaign runs on video, a social experiment video, macro and micro influencer outreach and digital advertising. In addition, the campaign is also supported by Leo Burnett Malaysia which developed social content as well as a PR launch.
“We wanted to tap into an unexplored area by using real people’s stories. We wanted to look beyond traditional marketing activities so that we could better engage with consumers on an emotional level, and demonstrate the benefits of our product in the real world,” Ashish Joshi , Asia Pacific marketing director at Alcon, said.