Acuvue Wal-Mart Tour

Client/BrandJohnson & Johnson's AcuvueLead AgencyUniversal Consulting GroupOther AgenciesBig Fish CommunicationsTime Frame2005 ObjectivesAcuvue, a subsidiary of Johnson & Johnson, is among the world`s most popular brands of disposable contact lenses.Johnson & Johnson sought to increase sales of Acuvue 2 Colours contact lenses in Wal-Mart Vision Centers; generate awareness, drive traffic and book eye exam appointments; enhance brand loyalty with current customers and increase product awareness among the target consumer; educate consumers on the importance of eye care; and strengthen channel relationships between Wal-Mart Vision Centers and the brand.Target AudienceThe target audience consisted of males and females between the ages of 12 and 24 and a secondary audience consisting of ages 25 to 39.StrategyDuring a 10-month tour program, highly trained representatives greeted shoppers as they came upon a 37-foot branded recreational vehicle parked near Wal-Mart entrances. Acuvue-branded 10-foot-by-10-foot tents, tables and chairs enticed passers-by to try on the new Acuvue 2 Colours contact lenses. Consumers not interested or uncomfortable trying on the lenses could alternatively use the Acuvue Lens Cam, a digital photo kiosk system that simulates how they would look wearing the various contact lenses. Representatives provided visitors with product information and brochures that explained the features and benefits of all Acuvue products and educational information regarding proper eye care. To increase excitement and length of stay at the promotional site, a prize wheel game gave patrons a chance to win a $10 Wal-Mart gift card. Each patron who spun the prize wheel received a complimentary Johnson & Johnson sample bag that included trial-size samples of face products and promotional buttons. Marketing representatives booked eye exam appointments at the Vision Center on-site for visitors after their product trial. Flyers were distributed throughout Wal-Mart stores to further entice patrons to book appointments. E-mail addresses were captured for continued relationship building between Acuvue and consumers. A total of 5,276 e-mail addresses were captured through the promotion. Important FactorsAn Acuvue Lens Cam, a digital photo and software kiosk system, allowed consumers to simulate different eye colors without trying on lenses. Frequent outreach to Wal-Mart managers was conducted to provide advance notice and generate excitement for the upcoming events. Managers were also provided with P-O-P materials. Results The tour supported program objectives to increase sales, generate awareness, enhance brand loyalty and educate consumers. The program worked with each Wal-Mart Vision Center to strengthen relationships with Acuvue, to increase sales and generate loyalty to Acuvue products.The Retail Tour executed 181 events throughout Missouri, Alabama, Mississippi, Illinois, Indiana and Texas. These markets were selected based on the high sales volume in their Wal-Mart Vision Centers. The event procured a 25% conversion rate, with one out of every four visitors booking an eye exam with marketing representatives.Total impressions were 2.2 million, including 450,150 event impressions and 1.8 million driving impressions, 16,168 consumer interactions, 6,109 on-site product trials, 2,574 appointments booked and 47,808 brochures distributed.

Acuvue Wal-Mart Tour

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