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The Biggest Test

基本信息
行业: 美容与健康
媒体:广播
投放:西班牙
风格: Minimalism
说明cnen
CampaignDescription

Taking into account the data that has been previously collected, we thought… if people refrain from getting their eyes examined in specialized sites, maybe, the specialized sites and vision experts should go to where the people go.That is why we decided to carry out the biggest vision test ever performed, for thousands of people, live and simultaneously. Where? At a football stadium, on the day of an important match of the Spanish football league.
Strategy

28% of people get prescription glasses in gift shops, convenience stores, small markets and even gas stations and, out of laziness or lack of time, without previously getting any kind of eye examination. The late detection of vision disorders and self-prescription of ready-made glasses imply serious consequences for eye health.Given that people do not get their eyes examined, what we wanted was to go where people go. Football is a massive sport in Spain, where the majority of the population attend in great numbers.During the matches, besides watching it, many of the attendees listen to it on the radio— it is a very traditional way of seeing and enjoying the match.It is a very common insight, mostly among more grown up people, that are precisely the ones who most commonly are in need of some prescription glasses.
BriefExplanation


Execution

We have created the first radio advertisement that is also an eye examination. Fifteen possible tests have been designed using the players’ positions on the field, during stoppage time or when the ball is rolling.Together with expert ophthalmologists, we will replicate in the stadium what a person goes through when their eyes are examined in our specialized sites. Therefore, we created a radio campaign within that reasoning and when the situation of the players in the field is favorable for the tests, it will be broadcasted live for the spectators to listen. To be broadcasted during the match. Alternating each test according to the position of the stands in relation to the field and customizing the test according to the location of the spectator.
Relevancy

Because today 28% of people buy prescription glasses without having had a previous eye test, and it is proven that the self-prescribing of poor quality glasses has serious consequences for optical health. This is why we think it is essential to have a test in a large enterprise, being informed seriously about possible sight problems and thus help avoiding self-prescribing and its inconveniences.
Outcome

For the price of a radio advertising campaign, we carried out more than 15 thousands tests, increasing the website based appointments by 305%.
Synopsis

In the past ten years, the global increase in vision disorders has risen by a 30%. In addition, 28% of people get prescription glasses in gift shops, convenience stores, small markets and even gas stations and, out of laziness or lack of time, without previously getting any kind of eye examination. The late detection of vision disorders and self-prescription of ready-made glasses imply serious consequences for eye health.This entails great damage for the visual health of the population. Furthermore, these kind of problems become harder to mend as time goes by. A timely detection of an eye disorder can mean a lot in the course of its treatment and cure.
BriefWithProjectedOutcomes

After producing the spots/test, Más Visión invited people to have a real test in the Más Visión shops equipped for these tests and the advice of an optician to thus confirm possible anomalies.
制作信息
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广告公司:
执行创意总监:
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文案:
美术指导:
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其他职位:Entrant Company: THE CYRANOS//McCANN, Barcelona, Spain
Media Agency: THE CYRANOS//McCANN, Barcelona, SPAIN
Media Agency: RAC 1, Barcelona, SPAIN
PR Agency: THE CYRANOS//McCANN, Barcelona, SPAIN
PR Agency: RCD ESPANYOL, Barcelona, SPAIN
Creative President, Leandro Raposo, The Cyranos // McCann
Production Manager, Alba Riart, The Cyranos // McCann
Head of Strategic Planning, Oriol Bombí, The Cyranos // McCann
Head of Account Services, Anna Gil, The Cyranos // McCann
Head of Client Services, Fernanda Pierri, The Cyranos // McCann
Office Manager, Natalia Chillon, The Cyranos // McCann
Agency Producer, Patrícia Franquesa Ruiz, The Cyranos // McCann
General Manager, Josep Roure, Enrenow
Executive Producer, Ibai Torres, Enrenow
Radio Speaker, Eduard de Batlle, Rac1
奖项
戛纳国际创意节 2017
入围 健康类
OTC Products/Devices
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