All media activity linked to MTV I-zone: micro-site where consumer could choose the colour of the MTV VJ’s eyes. TV: next to sponsorship also a national spot campaign was aired. Sponsorship consisted of promo’s, billboards and ‘power of your eyes’ item in daily programme MTV Life.

Internet: banners, buttons, personalised emails sent to all 110,000 ID members with special sample package offer. SMS: special location function: sending address of nearest Acuvue dealer.

Results (pre- and post campaign test by Millward Brown): Concept awareness 6% to 35% (index 583). Spontaneous awareness: index 433.Statement 'provides more stopping power’, index 194. Reliability: index 162. Strategy won international Johnson & Johnson price 2003 Standards of Leadership Award, category Innovation for stepping into young adult media world and translating product benefit FUN successfully in relevant media strategy.