Bausch & Lomb: HD clarity on OOH

The eye care brand rolled out a two-week OOH campaign across five cities including Delhi and NCR, Mumbai, Bengaluru, Hyderabad and Chennai.

Bausch & Lomb recently launched high-definition (HD) contact lenses which provide better clarity of vision. In a bid to position the product, the eye care brand rolled out a two-week out of home (OOH) campaign executed by Laqshya Media.

As a part of the campaign, the agency created two 30X15 feet innovative billboards in Delhi. The billboards highlighted the concept of clear vision using HD lenses. In the billboard, a 3D contact lens was constructed as a round protrusion. The protrusion was placed partly over the message, 'Blurred vision'. The part of the message under the lens was clearer than the other part, to highlight the clear vision concept of HD lenses. It was back-lit at night to grab attention.

The innovative billboards were easily noticeable on MG Road going towards Gurgaon and also near All India Institute of Medical Sciences (AIIMS).

The agency used various outdoor media formats such as billboards, unipoles and mall facades for the campaign, which kicked off on February 17 and continued till March 3. It was spread across Delhi/NCR, Mumbai, Bengaluru, Hyderabad and Chennai.

Atul Shrivastava, COO, Laqshya Group, says, "The OOH campaign of Bausch & Lomb contact lenses had a two-fold objective - of branding and positioning. The company's products are in the premium segment, therefore the selection of the media format as well as the location were of utmost importance, apart from painting the town blue."

He adds, "We carefully analyse the strategy of various lifestyle products, draw some conclusions, share it with the client and based on its feedback, prepare a plan."