Zeno Encourages SXSW to “Get Their Blink On”

Challenge

Execute integrated consumer campaign to generate awareness of the latest technology in contact lenses. The campaign engaged Brand’s core millennial audience by showcasing the Bausch + Lomb ULTRA® contact lens at the country’s largest film and interactive stagefestival – SXSW, featuring the latest cutting–edge technologies.

Disruption

A 360° omnichannel campaign hosted at SXSW, invited millennials to think of contact lenses as a critical technological device for the digital age. Festival goers were invited to get an eye–opener as they learned that the simple act of staring at their digital devices reduced their blink rate by 66% resulting in dry, uncomfortable eyes. The activation invited millennials to opt–in for a free trial, while sharing their need for a visual upgrade via their own and B+L social channels using the official hashtag #ULTRAupgrade. Cali Lewis, host of GeekBeat TV host and tech influencer, produced a series of webisodes to capture the hearts and minds of media to highlight Bausch + Lomb ULTRA® contact lenses as a cutting–edge comfort and vision upgrade, while sharing her personal experience about switching to the lenses. The campaign garnered more than 418 million impressions across earned, paid and owned media. Sales more than doubled from February to March in 2015 and March sales almost tripled from sales in March 2014.