Worldwide Partners Inc. | Biofinity

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Biofinity - Equality For Eyes

Client

Coopervision

Location

United Kingdom

Agency

Five By Five

Campaign Elements

Brand Strategy & Development
Collateral
Partnership Marketing
Print Advertising
Website Development

Project Overview

When CooperVision asked us to create a new platform for Biofinity, we re-defined the problem as standout. Contact lens brands typically use claims-based propositions with lifestyle imagery. Biofinity needed a more emotive idea that would enable a dramatically different look and feel.

Details

Equality for eyes
Biofinity fits 99.6% of all prescriptions. It can improve more people’s vision than any other contact lens, which led to a new creative strategy.

Partnering with Optometry Giving Sight
We partnered with Optometry Giving Sight who provide sustainable eyecare solutions for under-served communities all over the world, particularly in Ghana.

The campaign marked a step-change from the traditional claims-based propositions and undifferentiated imagery used by contact lens brands.

Consumers and eyecare professionals
The campaign included assets for both B2B and B2C audiences, with powerful imagery and content that was radically different for the sector right across EMEA.

Campaign Elements

Project Overview

Details

+13.5% INCREASE IN SALES+1.5% INCREASE IN MARKET SHARE$4 MILLION ADDITIONAL REVENUE

+13.5% INCREASE IN SALES

+1.5% INCREASE IN MARKET SHARE

$4 MILLION ADDITIONAL REVENUE