Sector:Health & Beauty
Service Category: Print, Video production

The problem

CIBA VISION was taken over by Alcon, which is subsidiary of multinational company Novartis Group. Even though CIBA VISION is a globally well-known top contact lens brand, they have relatively weak brand awareness compared to other rival companies in the Korean market. They needed a significant breakthrough to succeed in Korea. Since the leading competitors such as Acuvue, and Bausch+Lomb hire big celebrities as their main models, CIBA VISION also needed to make a new challenge by looking for a new face for their brand.

The solution

To raise brand awareness, CIBA VISION needed a top celebrity model that was popular enough to compete with rival company’s models. Yuna, singer and actress from the most popular girl group (Girl’s Generation) was selected. We developed POS displays, life-size cut-outs, posters and banners for the optical stores. Articles and teaser movies were distributed to several media. CIBA VISION have seen a steep increase in sales since working with RedWorks.


The work