Bausch & Lomb: Visibility in high definition

The company's OOH campaign to promote its high-definition contact lenses is primarily targeted at consumers in the age-group of 25-40 years in SEC A+, A and B+.

Eye-care company, Bausch & Lomb recently rolled out high-definition contact lenses in India, which, the company claims, provide "outstanding vision in low light".

To promote this HD property of the lenses, which is mostly associated with tech products, the company rolled out an out-of-home campaign along with Outdoor Media Integrated (OMI), a division of Laqshya Media.

The campaign was executed in Mumbai and Delhi NCR, with the objective of launching the high-definition contact lenses and to create a buzz about the new technology product.

Indrajit Sen, CEO, Laqshya Media, says, "To get the best visibility for this campaign posed a different challenge, as the choice of media sites not only had to do justice to the refreshing creative, but also communicate and educate the audience on the technology used to develop the lenses." The company's challenge was to provide visibility all over the cities with selective media options, keeping the brand and product profile in mind.

OMI rolled out an innovative campaign with 3D cutouts of Bausch & Lomb's lenses, revealing a sharp image of a part of a butterfly on which it is focused, while the rest of the image is of a poor quality. This highlighted the fact that the lens provides clearer vision, as compared to ordinary ones.

The campaign is primarily targeted at consumers in the age-group of 25-40 years in SEC A+, A and B+, who are conscious about comfort and style. To enhance visibility, the company opted for 200 sites across Mumbai and Delhi NCR, focusing on areas with high footfalls. The company used various formats, such as billboards, unipoles, gantries, bus shelters, signage, scrollers, trivision, bridge panels and Metro pillars.