Essilor is the global leader in ophthalmic lenses, present in every geographical region of the world. Eyezen is the new Essilor product: a brand new lens that protects people from the harmful blue light emanating from all the screens in our daily lives: computers, tablets and phones.  With Eyezen, Essilor has launched a new generation of lenses… for a new generation of wearers. A generation that is very cynical when it comes to traditional media. So the challenge we faced was: how could we promote Essilor’s Eyezen products to a younger target audience (generations Y and Z) with no paid media in a way that was both engaging and culturally relevant to them?

Because of the size of the eSport community, we decided to only target real eSport fans. We created the www.eyezen-challenge.com website that was only reachable through the Fnatic social media channels and the positive buzz of the gaming press and eSport message boards. Players had a month to record their best score, only if they used the webcam mode, for a chance to win a trip to see Fnatic play in Seoul, Korea. The whole experience was branded to reflect the eSport universe but with touches of credibility and understanding from Eyezen. We “hid” the Eyezen reasons to believe throughout the whole gaming experience, to be as less intrusive as possible: in the video intro, at the end of the gaming experience and through a cool-looking store locator.