ULTRA ONE DAY and Marf Yau break dryness cycle with water dance

The international contact lens brand Bausch+Lomb ULTRA ONE DAY (UOD) has tapped Marf Yau, member of Cantopop girl group Collar, to redefine the comfort of contact lenses and help users break the dryness cycle. At the heart of this campaign is the launch of ULTRA ONE DAY, the lenses designed to achieve eye health and take comfort to new heights for 16 hours a day.

The campaign was developed based on findings of a research which revealed over 60% of Hong Kong residents struggle with dry eyes, which is significantly higher than the rate in Western countries. In light of this, the campaign “Breaking contact lens related dryness cycle, extending comfort with no boundaries” (打破眼乾 舒適無界) aims to highlight ULTRA ONE DAY’s ability to deliver high breathability and high moisture, promoting better eye health. It runs from 13 March to mid-April.

This year’s campaign introduces a groundbreaking emphasis on water elements, symbolising the hydration to break contact lens related dryness cycle and comfort that ULTRA ONE DAY delivers. In a creative collaboration, its brand ambassador Yau has choreographed a mesmerising water dance for the first time. Her “go beyond” attitude brings the theme to life, embodying the “Comfort with no boundaries” that ULTRA ONE DAY promises to its wearers.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Bausch + Lomb said Yau’s genuine breakthrough stories and her "go beyond" attitude resonate perfectly with ULTRA ONE DAY’s brand philosophy.

"Building on the success of last year’s collaboration, Yau took it a step further this year by choreographing a powerful water dance for the first time. This creative execution brings the campaign theme of “breaking contact lens-related dryness cycle” to life and enhances the visual impact of the water element, symbolising hydration and comfort," the spokesperson added.

The campaign has leveraged a 360-degree communications strategy, with digital and social media launch to sustain the strong brand awareness built from last year. After establishing brand awareness, key messages and reasons-to-believe (RTBs) were amplified through out-of-home (OOH) advertising such as MTR posters and ads on bus shelters to drive trial and purchase, said the spokesperson. "For example, audiences can scan QR codes on OOH ads to access a five-day trial lens offer and new-user promotions, encouraging registration and store visits."

Done in partnership with We Are Social Hong Kong, the brand believes this social-first, creator-driven approach represents a fresh way to launch a campaign within the contact lens category. "By placing Yau's unique talents at the heart of the content creation process, we've aimed to create impactful content that feels inherently native to social environments and captures attention authentically."

Apart from OOH ads, the campaign was also amplified through YouTube, owned social media channels, GDN banners, and search engine marketing. Trade visibility and consumer promotions were also leveraged, including five-day trial packs to drive registrations and in-store purchases.

“With the success of last year's campaign still resonating, we are thrilled to partner with Yau again in this year,” said Alman Tang, marketing manager of Vision Care of Bausch + Lomb HK. “We’ve made significant enhancements compared with last year, including not only Yau’s groundbreaking choreography of the water dance but also impactful water visuals, redefining comfort in relation to eye health.”

"Today's audiences expect more than polished visuals—they respond to authenticity, spontaneity, and shared creativity," says Kathy Wong, general manager of Metta/We Are Social HK. "This campaign exemplifies a true co-creation between Bausch + Lomb and Yau, where she has flexibility in the creative control—from choreographing dynamic dance sequences to actively input in the video's execution."

"This collaborative approach, moving beyond a traditional endorsement, has significantly elevated the campaign's ability to communicate the efficacy of ULTRA ONE DAY contact lenses, elevating the message from addressing dryness to showcasing all-day comfort that empowers Yau's energetic lifestyle and resonates authentically with her fans. As a result, the content doesn't just feature her; we built it with her, ensuring it speaks directly to her fanbase and feels genuinely alive," she added.

"While the vertical video format has become commonplace, our focus goes beyond mere adoption," Wong added. "We are meticulously crafting content that truly reflects today's viewing habits and understands the nuances of each platform's algorithms. For us, success isn't just about fitting in; it's about creating impactful content that feels inherently native to the environment and captures attention authentically."

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