DIGITAL CAMPAIGN COMMENDED AT PM SOCIETY AWARDS 02/10/2009
Red Door Communications was commended at the inaugural PM Society Digital Media Awards last evening for a humorous viral film supporting Bausch & Lomb's campaign to improve eye health.
The film which went out on YouTube and encouraged people to log on to
www.thinkeyegiene.com a health awareness initiative developed by contact lens supplier Bausch & Lomb.
The `Think Eyegiene' campaign was not only designed to highlight how poor contact lens care is directly linked to eye infections, but also to help launch Bausch & Lomb's leading contact lens solution ReNu in a new, translucent bottle with run-out indicator.
The campaign website featured an interactive retro game inspired by Space invaders to grab the attention of the 18-35-year-old target market.
In order to stay within budget the Red Door Communications team directed and acted in the film themselves - donning the costumes of the bacteria and the new ReNu bottle.
The film was posted on YouTube to coincide with ReNu's new transluscent bottle appearing in-store across Europe in March 2009. The film received over 3,000 hits in the first 3 months.
The film, shot on a hand-held camera and catching the reaction of ordinary people on the bus, underground and in the street, was full of energy and a touch of the absurd. To view it visit:
www.youtube.com/watch?v=YRyXg0-fETQ
Amy Manuel, European Product Manager at Bausch & Lomb says: "The YouTube film was such a success for us not just in the UK, but globally, that we hope to embark on further digital initiatives as part of the campaign as a direct result of this activity."