Systane Malaysia comes up with eye-dryness test via Facebook filter
Systane eye-drops has launched an augmented reality driven eye-test on Facebook. Created by Malaysia-based Entropia Noir, the test involves staring at the screen via a Facebook AR filter for a diagnosis which is delivered in 15 seconds.
The campaign is built around the fact that constant viewing of screens including scrolling and swiping causes dry, itchy eyes. A note from Entropia said: “With the advancement of AR and face tracking, Systane is able to test for this condition online, on social media, reaching more Malaysians than ever before.”
Speaking about the campaign Entropia principal April Toh said: “If brands today are not competing on experience, it’s a race to the bottom.
“And that’s exactly why we’ve collaborated with Alcon on a long-term quest to engage experientially with Malaysians. Utilising the strength of AR capabilities, we can turn this campaign into the biggest staring contest ever, and simultaneously help Malaysians take care of their eyes.”
Entropia partner and head of EXR Ramakrishnan CN added: “Part of Alcon’s vision is to advance the science of eye care. We kept this in mind while working on this digital-first campaign for Systane, joining forces to seamlessly marry the latest AR technology with eye care.
“This is probably the first ever campaign of its kind in Malaysia, and as our current focus is on fusing immersive technologies into our daily interactions via the Entropia Extended Reality (EXR) offering, we are excited about the unlimited potential of XR in this space.”
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
Keen to understand how one would measure the effectiveness of such a campaign… A few KPIs come to mind:
Reply– percentage of those who test positively for dry eyes and close their Facebook account within a week;
– percentage of those who stay glued to their smartphones despite positively testing for the condition;
– percentage of those who, after the test produced a false negative, got encouraged to spend even more time on social media.
Or perhaps how many people realized there is something called dryeyes and tried the drops and continued staring at FB as usual. 🙂
ReplyI like it…nice use of technology.
ReplyBetter than another FB post for sure.
Nice and innovative ad! Well done
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