Since 2022, Adrenalin Marketing Solutions has used Eskimi’s innovative platform to execute advertising campaigns for their clients. This time, Eskimi helped them to launch Bausch and Lomb’s first direct-to-consumer advertising campaign.

The campaign was designed to connect with the audience near optometrists that stock Bausch and Lomb’s Ultra One Day contact lens range, using Digital Out-of-Home (DOOH) advertising tactics to maximize exposure and relevance.

Expanding Service Portfolio Through Strong Partnership

Adrenalin Marketing Solutions, a prominent digital and media agency, excels in integrating innovative ideas into their client strategies. Their collaboration with Eskimi has enabled them to add a new service to their portfolio and thus test a new marketing approach:

"We are proud of the fact that Eskimi assisted Adrenalin in adding a new service to our portfolio. Adrenalin is really a digital or media agency per se but we always want to bring ideas into the agency and to our clients," states Paul Rogers, Partner at Adrenalin Marketing Solutions.

Adrenalin's client, Bausch and Lomb, is a well-known name in the eye health industry. It manufactures and supplies contact lenses and lens care products and develops medical technology to solve eye health problems. 

One of their brands – Ultra One Day – used Adrenalin’s expertise to promote products to consumers across Australia. 

Leveraging DOOH to Maximize Exposure

Bausch and Lomb have never advertised directly to consumers anywhere in the world before. Thus, they needed a cost-efficient method to launch their first campaign and test the market in Australia. 

Adrenalin and Eskimi chose DOOH advertising to address it – placing ads on screens near optometrists that stocked the Ultra One Day contact lens range. This strategy not only allows the brand to be advertised but also makes it more visible to consumers. Most importantly, targeting them at the point where they’re considering eye care options.

“The campaign was very much about brand exposure and awareness to consumers,” shares Rogers. 

The campaign ran from November 25, 2023, to March 31, 2024, targeting key cities across Australia, including Brisbane, Melbourne, North Sydney, Perth, South Perth, and Sydney. 

Ads were displayed from 5 AM to 11 PM in high-traffic locations such as airports, train stations, grocery stores, gyms, malls, pharmacies, billboards, urban panels, bus shelters, and recreational locations like theme parks and museums.

A combination of static and video ads with a QR code has been used to drive viewers to the Ultra One Day website.

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Campaign Results 

The campaign generated a notable increase in website visits. Google Ads data revealed a substantial uplift in direct traffic to the Ultra One Day website, which was attributed to the DOOH campaign.

Eskimi’s innovative approach enabled Adrenalin to:

• Reach a wide audience effectively 
• Use creative formats to capture the viewer’s attention at relevant moments
• Increase brand exposure and drive more traffic to the website 

Key Takeaways

• Partnership: The collaboration between Adrenalin, Bausch and Lomb, and Eskimi highlights the importance of innovative, strategically timed advertising, with a strong emphasis on detailed reporting and dashboards to optimize campaign performance.
• Innovation: Eskimi’s advanced use of DOOH technology and targeted placement ensured that the campaign was highly visible, contextually relevant, and engaging for the audience.

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Results: The campaign's metrics show the success of precise audience targeting and timely ad placements that can lead to increased engagement and website traffic.