The creative idea shows, through the eyes of a girl that represents the spirit of IMO, how the brand is worried about the vision of people as a means of overcoming the fears that a lack of vision represents. The story is about a girl that helps her brother to overcome his fear of darkness by showing him the wonderful things that a lack of light hides.

Because restoring your vision is much more than that. It’s overcoming the fears that prevent us from living an independent life to its full extent.

The project started in April of 2016 as a TV feature on different Spanish channels, in order to then have a larger international media plan in IMO’s main clients’ markets. Besides, a larger feature is being broadcast in cinemas and more extensive content forms a part of the brand’s digital strategy, and it is linked both to its website and Facebook page.

In the first weekend it was broadcast we managed to:

Increase the brand’s Brand Love index by 50% amongst the campaign’s spectators.

Increase the number of Facebook followers by 27%, while also increasing the amount of spontaneous mentions by 120%.

And what’s most important, we increased the visits and treatment requests on IMO by over 12% with regards to the usual weekly average