So much of what we love, we love with our eyes. But when dry, itchy eyes keep interrupt the things we love, it’s time talk to an eye doctor about Dry Eye Disease. That’s eyelove.

or commuters in Boston, Chicago, New York and other major US cities, we brought the notion of eyelove into transit stations, where their eyes are often fixed on their smart phones (a major trigger for dry eye symptoms).

But this wasn’t just eye candy. We custom-mapped our messages based on the behavior patterns of our audience at different spots in each station. Passing through a turnstile? A logo will do the trick. Strolling down a walkway? You’d see big visuals and quick headlines about some of the city’s eye-pleasing hot spots. Standing on a train platform looking at your phone?

For the eyelove station domination projects, we could have just placed beautiful ads throughout train stations, as many advertisers would do. Instead, we created a brand experience where their path through the train station mirrored their path through our brand messages.

Stations ranged in size from 150 pieces to over 650 pieces. Each station had its own unique commuter pattern. Therefore, our pieces were categorized based on what commuters would be doing when they experienced them: “go” for entrances and exits, “transition” for walkways, and “stop” for spots where commuters are standing and waiting. The creative pieces were designed to match the layout of each specific station to maximize the relevance and asthetics, and to provide some content unique to each city.

We succeeded in created a new commuter pattern that illuminated how the Dry Eye pattern interrupts the things they love. Across 11 stations in 6 cities, over 42 million commuters experience the eyelove campaign, contributing to a 43% lift in prescriptions written for Dry Eye medications. That’s a lot of people showing their eyes some eyelove.