Singapore was suffering a bad dry spell and 1,000 forest fires in neighbouring countries were sending harmful haze to the city. Press and blogs were abuzz. Eye Mo wanted to join the conversation - since these moisturizing and anti-irritant drops protect eyes. Opinion leaders and journalists needed to take note of Eye Mo in a relevant way. Why would they write about a brand?

We disguised the branded message as street art performance and invited opinion leaders (mailing & online-video), introducing two themes: the Asian art form of water calligraphy and a local calligraphy artist.

We invited to one of 8 sites where the performance ran. Here, using water, the artist drew eyes on the pavement. As they dried away fast, speakers delivered the payoff: “Do not let your eyes go dry. Use Eye Mo.” The audience was allowed to practice themselves.

Obviously, the stunt was a striking demonstration for keeping eyes moisturised in heat and haze - 100% on product/brand. But: delivery as musical art performance, a local artist, and the opportunity to participate, made it a culturally relevant experience worth featuring.

While the stunt involved people on site (+/- 1,000), PR was core to the success of the campaign: national and international broadcast lead to an aggregated non-paid reach of 32,402,878 people across 24 APAC territories (2,315,000 in Singapore alone = 45% of the population). A budget of S$7,500 achieved an advertising value of S$70,465 and a PR value of S$211,390 - an ROI of over 3000%.

Abiding by the strict Singaporean laws on out-of-home (no littering, no graffiti, no stickers) the performance used water and sound only: Underscored by music the artist drew eyes on the pavement using water. As they dried away fast in the heat, the message was delivered via speakers: “Do not let your eyes go dry. Use Eye Mo.” The audience was invited to participate in drawing, creating live engagement. This performance took place at 8 iconic locations across town. To amplify the local stunts and create earned media impact additional content was circulated: a homestory of the artist and a video of the drawing process. These were given to press and bloggers together with an invite for the performance. Using these pre-performance direct elements, running a unique street performance and later providing great video content proved extremely successful achieving great coverage and engagement.

Direct engagement of the audience at the various sites throughout the activation period ranges around 1,000. But more importantly, spending time in finding a way to directly engage opinion leaders and press paid off. It helped achieve huge media coverage: national and international features in press, online, and the leading TV stations lead to an aggregated non-paid reach of 32,402,878 people across 24 APAC territories (2,315,000 in Singapore alone = 45% of the population). With a budget of S$7,500 we achieved an advertising value of S$70,465 and a PR value of S$211,390 - an astonishing ROI of over 3000%.