Bausch + Lomb is reaching out to young women with a campaign which puts personal mobile marketing at its core.
The "SofLens Daily Disposable" campaign sees the global eye care brand work with major telecoms such as SingTel, StarHub and M1 to reach out to consumers via more personal methods including MMS blasts for mobile vouchers and eye care reminders.
Targeting woman aged 18 to 30 years, online sites such as XinMSN, Windows LIVE, Shoppinglifestyle, Cozycot, Golden Village and Facebook will also play a major role, in addition to print executions.
The main campaign site gives away five free pairs of lenses post signing up and offers various post trial promotions will also be offered to consumers to encourage future purchases.
Koh Hui Min, Bausch + Lomb marketing manager for vision care in Singapore and Malaysia, said mobile was an obvious choice.
"More of our consumers are using smartphone and logging online so to capture them at different moods we roped in MMS as well.
"Many of our consumers are always on the go and MMS has the link to our online site. If it was on paper people might forget about it."
The campaign also engages Bausch + Lomb's trade partners and an exclusive launch event was held for them to preview the campaign roll out.
Vibes Communication handled all creative, media and PR activities.