OPSM EYE CARE

Integrated Campaign

Challenge: 

People often neglect their vision and don't get their eyes tested regularly. OPSM wanted people to question their vision and drive up eye test bookings. 

Solution:

The OPSM Eye Care campaign was built around a multiplatform app that allows people to check their vision wherever they are. Depending on the results of your eye check, the app will recommend booking an eye test with OPSM. 

The campaign aims to elevate the importance of good eye health for all Australians by asking people to question if their vision is as good as it can be. In particular, the campaign targets people who haven't had their eyes tested before or have delayed looking into a vision issue they are having.

Research for the TV commercial tested the vision of 100 randomly selected adults who hadn't had an eye test in the last two years and found a staggering 74 people require help with their vision. The people we tested feature in the ad itself.

The supporting campaign consists of hundreds of customised outdoor and digital executions that challenge people to question their vision in the real world. If they feel they are having an issue, they will be driven to the free OPSM Eye Check App or to book an eye test. This app will allow people to screen their own vision to figure out if they need to book an optometrist appointment. The app has been approved as a medical device by the TGA (Therapeutic Goods Association of Australia). 

All this activity was launched with a spectacular take-over of Sydney Harbour where media and selected members of the public participated in a game of eye spy from the top of the Shangri-La Hotel. 

Results:
The app jumped to #1 in health and fitness, and #3 in free apps, with over 50,000 downloads in the first week, making the OPSM Eye Check App the most successful app launch by an eye care brand ever.