â€śWhatâ€™s the emoji?â€ť is the question that Bausch + Lombâ€™s SofLens is asking Singaporeâ€™s Generation Z in a new campaign.
Working with Singapore-based independent creative agency BS Advertising, it Â has shunned the more conservative marketing tactics often used by the contact lens industry. It has adopted a youthful and fun approach to re-introduce B+Lâ€™s SofLens brand to a younger generation of consumers who are more savvy about advertising.
The campaign includes retail and package design, mobile gaming development, 3D printed collateral and a social media partnership with YouTube video production company Night Owl Cinematics.
A key component of the B+L SofLens relaunch campaign is the interactive mobile game. Participants who successfully solve all the emoji puzzles are provided a code which they can use to claim a 5-day trial set of lenses at supporting optometrists. Participating optometrist outlets feature point-of-sale elements that embody the playful spirit of the campaign, and trial packs include limited-edition custom designed emoji stickers.
â€śEngaging a tough-to-reach audience like Gen Z is always a challenge,â€ť said Denise Vander Vorst, head of marketing, Singapore at Bausch & Lomb. â€śBut BS Advertising has been a great partner in helping us explore new and innovative ways of marketing.â€ť
Dominique Butler, director at BS Advertising said:
â€śFor this particular demographic, itâ€™s a challenge. They speak in a combination of text and images, donâ€™t watch television or buy into traditional media. Thatâ€™s why we decided to go with a combination of emojis, mobile and gaming. Gen Z may distrust advertising, but they are willing to give you the time if they get something out of it and are entertained.â€ť
â€śOne of the most challenging parts of the campaign was getting all the elements to sync together,â€ť Ed Walker, creative services director at BS Advertising said. â€śWith so many components, youâ€™ve got to be able to deliver a consistent brand experience that works on a mobile interface to actual trial lens packs.â€ť