Alcon invites Londoners to a virtual stare off with Dailies digital out-of-home promotion
Eye care brand Alcon has introduced its contact lens brand Dailies to UK consumers with a consumer-facing digital marketing campaign.
Working with Razorfish for the first time, Alcon has mounted a digital out-of-home push featuring the tagline ‘Don’t let anything make you feel uncomfortable’ and pits the public against pre-recorded opponents in a virtual stare-off at various digital out-of-home locations across London.
Alcon appointed Razorfish in July of this year, tasked with delievery and transforming its contact lens brands by engaging consumers through multiple digital touch points.
In addition to creating the content Razorfish also planned and booked the media exclusively on Clear Channel properties with high-tech facial recognition technology utilised to determine who blinks first.
The installation is equipped to print free trial vouchers there and then for winners of the stare-off.
The campaign includes a website, digital display advertising and pay-per-click activity. An experimental element took place in late October at both Westfield shopping centres in London with booths connecting shoppers in west and east London for a virtual staring contest.