The new campaign Alcon for Clareon PanOptix lenses turned sight into art, during the National Congress of Ophthalmology, through a memorable and artistic activation signed by the brand experience division of the agency MullenLowe.
In the event that brought together hundreds of specialists in the field of ophthalmology in Sinaia in October, the Alcon stand became the most attractive and effervescent place thanks to the experience developed by MullenLowe Romania. The space was transformed into an interactive art gallery – the Art of the Eyes, whose masterpiece was precisely the iris of each participant.
The “Art of the Eye” exhibition encouraged guests to discover the ability to see clearly any detail, from any distance, with the help of Clareon PanOptix, the master of artificial lenses. Through a special photobooth, everyone’s iris was exposed in a digital painting, alongside works of art of international renown, from different artistic currents. To intensify the experience, surgeons and ophthalmology specialists were invited to respond to the challenge of “looking” at art through the eyes of patients who suffer from cataracts, astigmatism or presbyopia. With the help of three different pairs of special glasses, they were able to observe the artworks in the gallery through the lens of the visual defects their own patients face. At the same time, visitors to the stand learned that, in the case of cataracts, Clareon Panoptix can permanently correct the effects caused by the disease, Panoptix being the most implanted trifocal lens (with 2.2 million implants), and in the case of astigmatism or presbyopia, after the intervention with artificial lenses, the patient will be able to see 20/20 at any distance.
MullenLowe’s new sensory activation for Alcon provided an authentic experience where technology applied in a creative and inventive way led to a deep and actionable understanding of the patient needs for which Clareon PanOptix provides solutions.
“People are art lovers and appreciate observing in detail what catches their eye. We wanted to offer this experience to doctors, but also to translate it to that of patients who cannot enjoy it clearly, due to vision defects. We combined creativity with the opportunity that technology offers us to achieve not only a sensory experience, but also a relevant picture in terms of solutions for people suffering from cataracts, astigmatism or presbyopia, where Clareon PanOptix becomes the craftsman of clear vision”, he said Andrei BasaHead of Product Experiential Division, MullenLowe România.
The originality of the stand and the innovation of the Clareon PanOptix lenses, which ensure that 99% of patients give up their glasses according to Alcon studies, resulted in a memorable presence that propels the brand to the top of doctors’ choices and recommendations in terms of ophthalmic solutions, thanks to the exceptional clarity of the glistening free material, the improved design that reduces the appearance of residual optical phenomena and the lower percentage of secondary cataracts that the products offer.
The creative concept proposed by MullenLowe Romania brought into the limelight a view to put in the frame, thanks to the Clareon PanOptix artificial lenses that provide excellent visual acuity at all 3 distances – near (40 cm), intermediate (60-80 cm) and far (>120 cm). The new project of the agency for the client Alcon is the proof of a new work of collaboration, which enjoys appreciation thanks to the artistic vision of promotion for the most awarded artificial lens.
Teams involved:
MullenLowe: Alex Petrescu (Creative Director), Vladi Păunescu (Group Creative Director), Mircea Solomiea (Senior Graphic Designer), Oana Chiriac (Traffic Manager), Roxana Ștefan (Head of Client Relations Experiential Division), Andrei Bașa (Head of Product Experiential Division ), Ciprian Dumitru (BTL Executive), Georgiana Nicuta (Account Director), Elena Enciu (Account Manager).
Alcon: Adina Suciu (National Sales Manager), Raluca Crăciun (Advanced Technology Manager).
For 31 years in Romania, Mullen is an integrated marketing and communication agency that aims to maintain its entrepreneurial creativity mindset and dynamic spirit. The agency positions itself as a challenger to the traditional way of operating in the creative process and adopts a work model based on integration and a holistic perspective on communication.
The creative product signed by Mullen is thought of as a business solution and not just for communication and, through creative thinking, media innovation and a data-based customer journey, differentiates our clients’ brands in the intensely competitive landscape.
MullenLowe Romania is part of the MullenLowe Global international network, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holding companies of the Interpublic Group of Companies. In Romania, the agency is part of the Lowe Group, one of the most important communication groups on the market.
Alcon is a global leader in eye care, helping people see bright. It operates in 60 countries and touches millions of lives in over 140.
Alcon surgical products rank first in customer satisfaction, value and innovation. Vision Care products are among the most trusted in the industry. Research, grant and training programs help improve eye care globally.
With a tradition of over 75 years, it is the largest eye care device company in the world. It has a long history of industry awards and every year allocates a substantial amount in research and development to meet customer needs and patient requirements. The future is based on this history because when people see bright, they live bright.
Source: www.iqads.ro
