| Title | EYESCARE |
| Brand | WEEK OF SIGHT |
| Product/Service | HEALTH CARE |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
FAMOUS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
FAMOUS BRUSSELS, BELGIUM
|
Credits
| Katrien Bottez |
Famous Brussels |
Executive Creative Director |
| Laurent Dochy |
Famous Brussels |
Digital Creative Director |
| Joris Joosten |
Famous Brussels |
Director of Creative Strategy/Innovation |
| Diederik Jeangout |
Famous Brussels |
Creative |
| Iwein Vandevyver |
Famous Brussels |
Creative |
| Ken Wuytack |
Famous Brussels |
Design |
| Bert Vermeire |
Famous Brussels |
Development |
| Sonicville |
Sonicville |
Soundstudio |
| Famous Relations |
Famous Relations |
PR |
The Brief
8 hours. That’s how long people stare at a screen each day. And that’s bad for your eyes. Ideally, you should give your eyes a break. Every 20 minutes, you should look away from your screen for about 20 seconds.
But let’s be honest… nobody has the discipline to do that.
The Belgian Association of Optometrists wanted to educate computer users in Belgium and worldwide about this relatively new health issue whilst giving them a tool to keep their eyes healthy.
Campaign Success
Starting on World Sight Day, October 8th, an online video lead people to the campaign website, where they could download Eyescare. We provided Windows (7/8/10) and Mac (OS X Yosemite/El Capitan) versions of the app so everybody has access to this free service from now on.
We seeded the video together with a detailed press release and information background to national and international press. We targeted both traditional as new online media, ranging from niche healthcare websites to globally popular entertainment blogs and everything in between.
Describe the success of the promotion with both client and consumer including some quantifiable results
Eyescare did not only speak to people in Belgium, but quickly educated computer users from around the world about the screen-staring health issue.
• Seen and looked away in 54 countries.
• 21% of website visitors downloaded the app.
• Reach of 1.8 million people in Belgium only.
• €418,500 earned media
Explain why the method of promotion was most relevant to the product or service
8 hours. That’s how long people stare at a screen each day. And that’s bad for your eyes. Ideally, you should give your eyes a break. Every 20 minutes, you should look away from your screen for about 20 seconds.
But let’s be honest… nobody has the discipline to do that.
That’s why the Belgian Association of Optometrists made Eyescare. A free computer app that shows you every 20 minutes such a nasty fullscreen picture that you HAVE to look away from your screen. A simple yet effective application that made people aware of this relatively new health issue, by bringing it to their screen right in front of them.