CARL ZEISS
UV400 Protect
Carl ZEISS sets new Industry benchmark with ZEISS UVProtect technology in all clear lenses.
The new product launch of FULL UV Protection in all clear lenses was an opportunity to enforce ZEISS’ positioning as a market leader in lenses through its innovation and solutions. The challenge: Most people fail to see the importance of UV eye protection in clear lenses. Even if they prescribe to UV protection, they can’t see whether their clear lenses are coated with FULL UV protection.
THE AWARENESS STRATEGY
While people are aware of the damage UV has to their skin, many are unaware of the impact UV has on their eyes. We needed to reveal the invisible dangers of UV rays that can be harmful to their skin and eyes.
INSIGHTS TO CONCEPT
The UV Index levels in different countries peak during summer months. In Singapore, extreme UV levels are all day, everyday. What’s worst, Singapore has one of the highest UV index level compared to the rest of the world. Singapore’s UV index reading of 11 or more means extreme risk of harm from unprotected Sun exposure.
LOCALISED CONTENT STRATEGY & SOCIAL POSTS
Content focused on driving local relevancy of the product to the consumers, addressing the relation between the importance of UV eye care to the high UV index value in Singapore.
UV INDEX EDUCATION POST
We started our campaign by educating Singaporeans what UV index is. A UV index reading of 8 to 10 means very high risk of harm from unprotected Sun exposure.
UV INDEX COMPARISON POST
We created comparison posts to engage in social media as part of our awareness phase to trigger conversations about the invisible dangers of UV.
Guess where this place is post
We engaged audience with aerial shots from drone photographers and seeded the conversation about high UV level Index in Singapore.
tease with trending movies
Crazy Rich UV in Singapore
Guess where this place is post
We engaged audience with aerial shots from drone photographers and seeded the conversation about high UV level Index in Singapore.
tease with top spotify playlist
The Ultraviolets
INFLUENCER MANAGEMENT
A curation of key KOL’s, including local team SG Air Rifle shooter, team SG archer, a lifestyle influencer, drone photographers, triathlete and a yoga instructor were engaged to advocate the campaign and drove traffic to ZEISS’ optical partner stores.
COMMUNITY ENGAGEMENT & MANAGEMENT
Building a community online on Facebook and Instagram with engaging and informative posts for parents has seen a year-on-year growth since its creation.
ULTRAVIOLET PHOTOGRAPHY
We shot the campaign using special UV filtered lenses that exposes the invisible damages on our skin. Which poses a similar danger in our eyes if left unprotected from extreme UV. Under the UV photography filter, the ZEISS clear lenses were completely blacked out. The different index number painted on influencers’ faces were used as lunch time posts to warn audiences the UV index level at that particular hour.
VIDEO SCRIPTING AND PRODUCTION
From video scripting, storyboarding, production and delivery took us under 6 weeks. Today, the video is still being played at various Optical Stores islandwide.