Johnson
& Johnson Vision Care has launched an innovative end-to-end
customer acquisition and tracking programme for its Acuvue range
of disposable contact lenses. The objective of the "E-Trials" programme
is to dispel the various myths and misconceptions that surround
the use of contact lenses, and encourage first-time users to participate
in a free trial to determine for themselves how comfortable they
are with the product. The campaign, first envisioned by J&J
in Asia-Pacific, is currently being piloted in Mumbai, with programme
design and implementation provided by Mumbai-based interactive services
firm, Indigo Consulting.
 A
first-of-its-kind in India, the programme is expected to generate
a significant increase in trials of contact lenses, and give consumers
a first-hand experience of the safety, comfort and ease-of-use of
disposable lenses. While product trials take place at pre-selected
Eye-care Practitioners (ECPs), the programme uses the Internet effectively
to facilitate the process for, both, customers as well as ECPs.
Fulfillment and subsequent purchase information is also tracked
through the Internet. Interested users can log on to www.acuvue.co.in
to participate.
Indigo Consulting has worked closely with J&J
Vision Care to design and fine-tune the programme details. The group
software platform that supports the programme was also customised
for use in India by Indigo Consulting, and the agency continues
to manage the back-office operations, and track fulfillment and
purchase requests for E-Trials in India.
The process of availing an E-Trial is quite simple
: Any one requiring vision correction can log on to the Acuvue website
(www.acuvue.co.in)
and register for the trial. He can then select the ECP where he
would like to avail of the trial. A printable coupon, with a unique
reference id is generated for the customer, to present at the ECP
on the appointed day, for a FREE pair of 30-day disposable trial
lenses.
Additional Information
Acuvue, a brand owned by Johnson & Johnson,
is the largest selling brand of Contact lenses worldwide. ACUVUE
CLEAR lenses also offer UV protection to users, blocking upto 99%
of UVB and 87% of UVA rays. In addition to being easy to use and
maintain, these lenses are made from soft, flexible material that
contains water to allow oxygen through the lens, so your eyes breathe
easier.
Indigo Consulting is a full-service interactive
marketing & technology agency based in Mumbai. Our skills in
Interactive Design, Application Development, and Business Understanding
have helped address the online communication needs of an impressive
list of clients that includes the HSBC Group (India, Asia Pacific
and Middle East), Johnson & Johnson, HDFC Bank, Prudential ICICI,
Franklin Templeton, Maersk Sealand and others.
Media Contact
VikasTandon
(Director, Indigo Consulting)
Email : vikas@indigo.co.in
Cell : 98202 94640 |
