Give People a Reason to Care
About Their Lens Brand
HOYA offered the best lenses on the market. However, people don’t consider brand in their lens-purchase process –
they simply trust their eye doctor’s recommendation. We had to give patients a reason to care about their lens brand,
one strong enough to start a conversation with their doctor.
Create Awareness of How Our Vision
Is Affected by Digital Media
Computers, video games, and mobile devices have changed the way we use our eyes – in a way most of us haven’t
thought about. Blue light, emitted by these devices, causes headaches, eye fatigue, and sleeplessness. So, we positioned HOYA
as the only brand of lenses designed specifically to reduce these symptoms.
Made for the Way We Use Our Eyes Today
We created an in-office campaign, as well as a number of digital assets, featuring ‘then and now’ images that visually demonstrated how digital media has changed the way we use our eyes on a daily basis. Each practice also received tools to help facilitate the conversation about blue light and its symptoms. All materials differentiated HOYA in a category that had been commoditized by naive perception.