Eye care brand Alcon and Entropia Noir use AR to test for dry eyes

Eye care brand Alcon has devised a solution to test consumers' eyes for dryness through the Eye-dration AR test, bringing a traditionally offline test to a Facebook AR filter ad for its Systane eyedrops. The AR filter on Facebook will enable consumers to conduct this smart eye test by utilising their smartphone screen. If the user blinks while using the filter, a pop-up appears, showing the result of the test. Less than 15 seconds means dry eyes. The campaign is done in conjunction with Entropia Noir. Systane aims to leverage social media, as well as AR and face tracking to reach more Malaysians and educate them on the symptoms of dry eyes. Take the test here!

April Toh, principal at Entropia, said if brands today are not competing on experience, it's a race to the bottom. And that’s exactly why it has collaborated with Alcon on a long-term quest to engage experientially with Malaysians. "Utilising the strength of AR capabilities, we can turn this campaign into the biggest staring contest ever, and simultaneously help Malaysians take care of their eyes," she said.

Ramakrishnan CN, partner at Entropia and head of EXR, added that this is probably the first ever campaign of its kind in Malaysia. "As our current focus is on fusing immersive technologies into our daily interactions via the Entropia Extended Reality offering, we are excited about the unlimited potential of XR in this space," he said.