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25-Nov-14
HAVE YOU GOT 'THE LONDON STARE?' Londoners Invited To Virtual Stare Off By Alcon®
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First Ever Alcon Digital Campaign
This month Razorfish launch a Digital Out Of Home (DOOH) campaign for Alcon® – a leader in eye care – to introduce their contact lens brand DAILIES® directly to UK consumers. This, the first ever consumer-facing digital marketing campaign for the brand, is also the first collaboration between Razorfish and Alcon.

Razorfish has been working in partnership with Alcon since July 2014 and are tasked with delivering the transformation of Alcon's contact lens brands, engaging consumers via multiple digital touch points.

The DOOH campaign for DAILIES® features the tagline "Don't let anything make you feel uncomfortable" and pits the public against pre-recorded opponents in a virtual stare-off at DOOH installations across London.

The media was planned and booked by Razorfish exclusively on Clear Channel properties. The installations use high-tech facial recognition technology to determine who blinks first. In what's thought to be a first, the DOOH installations by Clear Channel are also equipped to print free trial vouchers there and then.

Pioneering SHORE technology, developed by Fraunhofer IIS, one of the world's leading applied sciences research laboratories, and distributed by BlueSight, has been installed into Clear Channel's digital bus shelter panels. A camera detects when people are looking at the screen and, when their eyes are open by less than 20%, the screen recognises that the person is blinking and a built-in printer provides the winners with their vouchers.

The campaign also included an experiential element. The weekend of 24- 26 October saw a pop-up event called "The London Stare" run simultaneously at both Westfield shopping centres in London. The London Stare booths saw shoppers in west London go eye-to-eye with shoppers in east London, live, in a virtual staring contest for bragging rights and vouchers for a free contact lenses trial.

The campaign also includes a campaign website, digital display advertising and Pay-Per-Click activity.
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