The campaign, managed by Antics@play, includes newspaper, magazine and radio advertisements plus a strong online exposure with OMD handling all the media planning and buying.
New and existing contact lens wearers are encouraged to share how 1 Day Acuvue Moist and 1 Day Acuvue for Astigmatism complement their lifestyle with friends on Facebook by submitting their 'I love this feeling' moments on the Acuvue Facebook fanpage.
Antics@play has also reached out to 15 local tertiary institutions, including junior colleges, polytechnics and universities.
Winnie Pua, managing director of Antics@play, said, "For this campaign, we wanted to engage consumers in environments that they feel comfortable in, like Facebook, online and even schools. Being focused on engagement and being viral helps deliver results."
Since it launch in February, the contest page has delivered more than 5,500 fans and over 300 participants. The campaign ends in April.
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