Alcon
Unlocking Growth for Alcon India
Here’s how we helped one of the largest eye-care organizations in the world with powerful brand strategy and 360-degree campaigns.
The Brief
Alcon is a medical organization specializing in eye care. With the help of innovative and life-changing vision products, they are helping millions with their eyesight.
Activities Involved
- Patient education literature
- Leveraged social media
- Marketing communication
- Product branding collaterals
- 360-degree campaign
- Brand promise translation
The Insight
Cataract and its treatment.
After discovering a new key element of communication that could help raise awareness among the millions suffering from the disease, we determined that leveraging WhatsApp and Video would be the most effective channels for reaching them. By connecting with these individuals through these prime media channels, we established a stronger connection and increased our reach.
Media Utilized
- Magazines (ads in Hello 6e, Spice Route)
- Newspapers (ads in English and 8 regional languages across India)
- Radio (prime-time ads on 22 stations across India)
- In-clinic posters (eye clinics, hospitals, and counselling centers)
- Educational videos (accessed by scanning a QR code)
- Digital booklet (requested by messaging a WhatsApp number)
The Solution
- Launched and sustained an awareness campaign across platforms
- The primary messaging platforms were print ads: Newspapers, Magazines, and Posters.
- The secondary messaging platforms were WhatsApp and Video.
- A dedicated WhatsApp number was mentioned in each creative, allowing people to send a custom message to receive more information about Cataract on their phones.
- A QR code was incorporated into each creative, scanning to which users could watch an educational video.
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Million Newspapers Reach
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Million Magazines Reach
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Radio Reach
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QR Code Scan
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English WhatsApp Messages
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Regional Language WhatsApp Messages
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Case StudyDate:
October 18, 2022