To re-launch Focus, a new monthly contact lens.
Direct response (toll free number) press advertisements with free trial offer. We have trained the telephone operators and devised a small research on the first 2000 callers in order to fine-tune the second burst of the campaign. Based on these results we have introduced a loyalty club, trained retailers and set a medium term communication strategy for the whole division.
The two-month campaign has generated 33,000 contacts almost a third of Hungarian contact lens wearers -, a detailed database was set up and Ciba Vision increased its market share by more than 30% within a year.