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May 2008, Vol. 1, Edition 4
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Krakatua - Kuala Lumpur, Malaysia

Bausch & Lomb Soflens 59 – Short Films Campaign

Soflens 59, a contact lens from Bausch & Lomb targeted to first time users, embarked on a new format of TVC we developed in March, 2008. We further expanded the campaign with integration of a road-show at selected colleges and universities and a talent search for the finale of the campaign. A small scale online activity was also conducted for a viral effect.

The objective of the campaign was to show:

  1. how easy it is to switch to contact lenses from glasses
  2. how one’s look can be transformed with contact lenses
  3. how convenient contact lenses are for sports activities

 The Short Films

It’s a new format of TVC available in the country and it consists of four 2 minutes spots. Each spot is aired everyday for 4 consecutive weeks. Therefore we developed a short story that was broken into 4 episodes – each episode was aired Mon – Fri each week followed by the next episode the next week. On the 5th week, all 4 episodes were aired back to back, including “The Making of”. The story of the short films was tailored to young consumers aged 16 – 23 years old and a fantasy love triangle story was brought to life.

The story revolves around 3 main characters: 

  1. Emily (the ugly duckling who later transforms into a “Cinderella” after she discovers Bausch & Lomb Soflens 59)
  2. John (Emily’s best friend who’s in love with her)
  3. Tony (the college jock and Emily’s dream guy)

The story starts by establishing Emily’s and John’s platonic relationship and continues with how Tony makes fun of Emily’s looks. Emily is then transformed by 3 Bausch & Lomb angels.

Everyone is smitten by her new look and the battle for Emily's affections ensues between Tony and John. As with every fairy tale ending, John wins the battle after enduring numerous setbacks

The Road-show

The ground activity lasted for one month. The road-show conducted eye-checks at colleges and universities and trial lenses were given out. It also promoted our talent search contest.

The Talent Search – Bausch & Lomb’s Eye for Talent

The objective of the search was to find talent for next year’s Short Film Campaign. Winners will be selected based on their creativity and acting skills. The top 3 winners will be featured in the next short film and receive an education fund.

Online

With the explosion of social networking sites, we have also created a Bausch & Lomb profile in Friendster, Facebook and You Tube. This created another touch-point for our tech savvy young consumers.

Details of our road-show, talent search and the 4 short film episodes were uploaded to the sites. The campaign is still going on and response has been favorable so far. The campaign ends in June.