CooperVision has launched an integrated campaign developed by launch specialist agency Five by Five for Biofinity Energys, a contact lens designed for people that frequently use digital devices. The campaign is CooperVision’s biggest European product launch so far in 2017.
The pan-European launch consists of both a B2B and B2C campaign across fourteen European territories including: Spain, Portugal, France, UK, Germany, Italy, Czech Republic, Slovakia, Hungary, Poland, Netherlands, Norway, Belgium and Finland.
The consumer facing campaign includes a Digital Eye Fatigue (DEF) Indicator app, website, videos and social media activity aimed at building awareness and educating digital users on the symptoms and risks associated with DEF.
The pan-European B2B campaign consists of a toolkit with digitally engaging collateral to support markets in their launch strategies. This includes a parallax scrolling website designed for practitioners, an elevator sales pitch, product infographic, DEF infographic, sales aid, DM, press ad, and HTML ShowPad Presenters, trade video, web banners and email. Prior to the launch phase, Five by Five conducted extensive market research within several European markets to identify consumer behaviour and requirements for the product.
Research by CooperVision has shown that as many as 90% of people who work primarily on computers report eye fatigue symptoms, including dry eyes, difficulty focusing, tiredness and increased light sensitivity. Additionally, eight in ten European millennials experience digital device related eye fatigue. Biofinity Energys is designed to help patients’ eyes seamlessly shift focus between digital devices and offline activities with less effort and more comfort.
Rob Healey, head of brand, Europe, for CooperVision said: “The campaign is extensive, targeting both consumer and trade audiences across many European territories. It is a multi-faceted campaign that requires an in-depth knowledge of both the product and the countries we’re launching into. In Five by Five we have a partner that understands all of this and has demonstrated excellent insight through a campaign that is consistent throughout.”
Sarah Lavender, Client Director at Five by Five: “Biofinity Energys is a game-changing product from CooperVision. The launch campaign reflects this and helps to educate audiences about the symptoms of DEF as well as how the new product can help. The app provides a unique platform for customers to engage with the product, while the trade toolkit provides each market with everything they need to successfully sell and launch the product in their territory.”
Source: Five by Five