By Rhiannon Riches
A campaign directed to consumers and promoting Alcon’s Dailies Total 1 will hit Sydney streets next month.
Advertising will feature on the back of 110 buses and on the side of a further eight buses throughout July and August.
Alcon launched Dailies Total 1 contact lenses in April 2014. In October last year, the company launched the ‘More Contact Time’ campaign directed to consumers, to raise awareness of contact lenses and drive more patients into practices to request a contact lens trial.
Building on the success of the 2015 campaign, Alcon is launching the second phase of its consumer advertising.
Alcon’s head of marketing and professional affairs in Australia and New Zealand, Nadine McArthur, said the second phase was locally developed for Australian and New Zealand patients.
‘The campaign has been photographed locally, created to engage and connect with the target demographic,’ she said.
It includes print and digital advertisements, and materials for optometrists to distribute in their practices.
‘The campaign is designed to target our core demographic for daily disposable contact lenses who look for contact lenses comfortable enough to wear all day and into the evening,’ she said.
Full-page print advertisements and advertorial will appear in Women’s Health, Marie Claire and WHO magazines from June to September, along with social media advertising through Facebook and Google.
‘We have also developed an in-practice competition for patients. The Dailies Total 1 ‘More Prize Time’ competition is running from June to September, with 30 prizes on offer. Competition counter cards and entry forms are available from Alcon,’ Ms McArthur said.
Campaign counter mats, posters and pull-up banners have been created for optometrists to use in their practice reception.
Alcon will be launching a new multifocal lens in coming weeks.