A giant white rabbit towers over busy New York traffic as dusk falls, in a new European consumer and trade campaign created by OgilvyAction, on behalf of eye health company Bausch & Lomb. The promotion also offers consumers the chance to win a holiday in New York.
The campaign is for the company’s SofLens daily disposable contact lenses, which are being promoted as designed to help eyes see better in the dark. Copy on the press and poster ads reads ‘See right at night’, followed by ‘Strange things happen after dark.’ Smaller white bunny rabbits are dotted across the image of the New York street scene, in office windows, on neon street lights and driving cars.
The bunny image will appear in press ads and outdoor posters and in opticians, in window displays, counter cards and leaflets providing consumers with product information.
Window posters will advertise the campaign’s competition, which offers SofLens customers the chance to win five nights in New York City if they can spot all the rabbits in the picture.
Bausch & Lomb is also offering the consumers a free 5-day lens trial and cash back on their first three months of purchase via participating opticians.
The campaign breaks in the UK in early April, and is also being rolled out in France, Italy, The Netherlands, Spain and Sweden.
login to comment...
login
