We turned their "Keitai" into a medium; an enormously popular branded privacy sheet protected their phone displays, and provided a versatile mirror. We then fueled a text topic, using popular TANKA poems. We ran a competition featuring top teen radio personalities who started a TANKA while our target endeavoured to create the winning TANKA which was texted in and read on air. Our activity culminated in a Christmas illumination show that provided a chance for romance, a definite "no glasses" affair.

Value maximisation was achieved via ensuring involvement and generating "Friend to Friend" communication for 2 week Acuvue. Both market share and brand awareness significantly improved, market share moving from 32% to 36%, while unaided brand awareness saw an amazing jump from 24% to 32%, and aided awareness increased 11 points to 82%.