26/07/2011
GlaxoSmithKline (GSK) goes Out-Of-Home to reinforce branding and emphasize the importance of Eye Mo through Clear Channel’s shelter media.
Eye care is crucial given current lifestyle habits where most people spend long hours working at the computer, reading or watching television. These activities including spending most part of the day in air-conditioned areas will tire and dry eyes easily thus causing eye irritation. Eye Mo’s “Don’t Rub. Relieve” campaign serves as a reminder to use Eye Mo for relieve instead of rubbing your eyes when suffering from mild eye irritation.
The static “Don’t Rub. Relieve” campaign went up at 100 Clear Channel shelter locations on the 21st July. Using a customised network targeted to reach the masses, GlaxoSmithKline chose Out-Of-Home as the medium of choice as it creates the awareness needed amongst Eye Mo’s target audience.
The static poster shows a blurry field view of the Singapore cityscape made clear by a drop of Eye Mo. In addition to the static campaign, GSK used Clear Channel’s create&collaborate portfolio to construct see-through panels at 10 locations island wide. Various panels located at prominent areas including Bugis, Church Street, Orchard, Vivocity, Jurong Central (outside IMM building), etc. have been hollowed out to deliver the effect of a partially transparent poster. The drop of clarity on the static poster is replaced by the see-through effect, which allows the audience to admire a clear view of the landscape around the panel. This unique creative emphasizes the difference before and after using Eye Mo to moisturise and refresh tired and/or irritated eyes.
The campaign runs solely on Out-Of-Home and will be up on the streets until 17th August 2011.
More information:
The “Don’t Rub. Relieve” campaign promotes Eye Mo Regular and Eye Mo Moist. Eye Mo Regular contains an anti-infective which soothes and cools irritated eyes gently and effectively. Eye Mo Moist is a mild solution that contains Hypromellose to moisturise and refresh tired and dry eyes.
Creative Agency: Grey Group
Media Agency: Mindshare