Johnson & Johnson’s Vision Care division required a unique initiative that would increase community awareness of the importance of vision care whilst positioning their ACUVUE Brand Contact Lenses as the market leader in vision correction (contact lenses).
Horton Ella Marketing's solution was to create a mobile Eye Fitness Screening Van that would tour community events such as sporting fixtures, exhibitions or simple high volume pedestrian areas and undertake a series of simple and fun eye fitness screening exercises to highlight the need for better individual eye care.
Key events that were attended include the Sydney Health & Fitness Expo, the Sydney Education Expo and the Sydney Olympic Park live site for the 2008 Beijing Olympic Games.
As an Official Partner of the 2008 Beijing Olympic Games, Johnson & Johnson were able to screen a number of Australian Olympic athletes, which then gave the general public benchmarks for each exercise conducted in the Eye Fitness Screening Van. This assisted our key message of the importance of having healthy vision, particularly when playing sport.
Integrated with the existing ACUVUE Sydney Flames Women’s Basketball sponsorship and the ACUVE UV snow awareness campaign, the van initiative was a well accepted and powerful tool in engaging consumers and increasing community awareness of vital eye care issues.