A mobile app was created, which users could download on their mobile phone. Based on lifestyle, body weight, climatic conditions, it analysed and recommended the daily water intake for the user. Through the day, the app sent reminders to consume water, at regular intervals and tracked intake. Towards end of day, at 6pm, it linked the thought of the body needing water, to eyes also requiring hydration.It induced the user to send an SMS to get a free trial pack of Acuvue Moist, the contact lenses which create a moisture rich cushion and keep your eyes hydrated.A WAP site was created for users to access the app, and the activity was promoted through both mobile and other ATL media.Both worked together to call users to download app, register for free trial, and also remind her again to ask for trial pack with the daily evening alarm in-built into the app.

64,299 visitors on WAP Site20,000 application downloads3000 trial requests/ call backs.A highly engaging property was created for the brand, which involved the consumer, and induced her to try the product.

Keyword "MOIST" associated strongly with brand, reinforcing the core brand promise.