Best Health Care Rich Media Online Campaign, Best Of Show Rich Media Online Campaign

AMO is the market leading manufacturer of LASIK equipment in the US. The goal of the campaign was to help grow the market of new LASIK patients, and drive visitors to their surgeon base. Target market for the campaign was Gen Y.

The creative strategy was to create an on-line "reality" series featuring Kristin Cavallari from MTV's Laguna Beach reality show. Kristin had worn glasses and contacts for most of her life, and we chronicled her journey as she weighed her vision correction options. The creative twist was providing her and her family/friends with cameras, and we captured the experience from their POV rather than follow her with a camera crew. Footage was edited and turned into a series of episodes that rolled out over a period of 3 months.

To reach our target audience, we partnered with FaceBook and MySpace and worked in tandem with the AMO PR firm to intergate the promotional and PR appearances. Additionally the episodes were syndicated throughout the web, as well as with the several hundred LASIK surgeons particiapting in this market expansion campaign.

Contributors:

Director of Consumer Marketing:	Lauren Kanner
Vice-President of Marketing:	Ron Bache
Marketing Communications Manager:	Yolande Hubner
Account Services Director:	Greg Reiser
Executive Producer:	Sean Vassilaros
Associate Creative Director:	Pat Macke
Chief Innovation Officer:	Fabio Gratton

IGNITE HEALTH

Location: US