Company: Hoya Lens Poland, Warszawa, Poland
Nomination Submitted by: On Board Think Kong
Company Description: Hoya Lens Poland is the Polish branch of Hoya Corporation, an international manufacturer of eyeglass lenses. Hoya Corporation is a multinational corporation with Japanese roots and a leading provider of innovative products and services based on advanced optical technologies.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Services
 Nomination Title: EYESIGHT OK!
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
CHALLENGE
Over the past year, we’ve all been spending more time in front of screens, and meetings at work have been replaced by video conferences. Unfortunately, most Poles do not have their eyes checked regularly. Even among glasses users, over 50% visit an optician less than once a year! Lack of check-ups and intensive use of multimedia devices constitute a significant risk, including the worsening of vision defects. That is why the brands of eyeglass lenses, Hoya and Seiko, have organized a nationwide social campaign „Eyesight OK!”. We wanted to encourage all Poles to take care of their eyesight!
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Campaign was realized from 11/21 to 1/22
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 94 words used.
STRATEGY
We promoted a first step - eye test! All the campaign recommendations were summed up in 3 steps, the most important of which was the first step - „check your eyesight!”. On the campaign website we also provided a search engine so that finding an optician and making an appointment for a check-up is as easy as possible. The key message of the campaign is „take the first step, get your eyes checked!”. We assumed that the campaign should be carried out online, where most Poles now spend much more time.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 133 words used.
REALIZATION
1. EDUCATIONAL CONTENT PUBLISHED ON CAMPAIGN WEBSITE
During the campaign, we published more than a dozen educational articles. We promoted them on social media and sent them to journalists.
2. VIDEO SPOT
A key element of the campaign is the video. The short story about a man and his mistake was meant to make you think, it’s time for an eye test!
3. MEDIA RELATIONS
We informed media about campaign, informed journalists about importance of eyesight test, invited selected journalist to test their eyes
4. SOCIAL MEDIA!
Facebook and Instagram were very important media. We reached people where they spend their time in ways that are unhealthy for their eyes. Online! A series of video posts presented funny situations, test results, key facts about eye health encouraging people to visit an optometrist.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 143 words used.
RESULTS:
We convinced nearly 2,000,000 Poles to take care of their eyesight. A study of the campaign's effectiveness conducted by SW Research in February-March indicated that nearly 25% of adult Internet users in Poland had contact with the campaign. At the same time, in the group that was in contact with the campaign, the percentage of people planning an eye exam was as high as 75% (compared to 35% in the group that did not come into contact with the campaign). Considering the scale of the campaign and the number of Internet users in Poland, this is an increase of almost 2,000,000 people declaring a plan to get their eyes checked! During the campaign, the MamWzrokOK.pl (campaign website) was visited by more than 100,000 people, and more than 30,000 used the provided search engine for optometrists.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 25 words used.
Attached presentation includes links to campaign materials, screens, press clipings copies.
campaign spot (PL version): https://www.youtube.com/watch?v=Er_sHpc2Ez0 ;
campaign website: https://mamwzrokok.pl/
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