HOW DO YOU MAKE THE TERRIFYING IRRESISTIBLE?
Alcon developed a new laser vision correction technology and faced the challenge of how to introduce it to a generation that loved their Warby Parkers and heard LASIK horror stories from their parents.
With the challenge to increase the number of laser vision correction procedures which had settled at about 600,00 a year, we created the first laser vision correction consumer brand.
With the insight that this audience truly values authentic experiences, we brought the CONTOURA brand to life showing the audiences themselves and how they can experience their authentic lives with CONTOURA. The launch campaign included messaging, video, tagline, new visual identity, a new logo and HCP and patient education materials.
CONTOURA became the key element in getting the most out of every moment and every experience.
The impact of the experiential messaging along with dramatic improvements in technology and outcomes overcame long-held trepidation and in the two years after CONTOURA launched, procedures rose to 700,000 and after a pandemic-induced hiatus in elective surgeries, are now at about 800,000 a year.