How? By finding the faces of Freedom After 40.

We identified 4 active lifestyles within our target, then found real people with the real challenge of living these lifestyles while having to worry about wearing glasses, having the necessary accessories, changing back-and-forth lenses, etc. We developed a dialogue with them, told their personal stories of living actively in their 40’s and how they manage it all with eyestrain. A yoga instructor, a photographer, a runner and an active business woman… telling their stories to our audience and helping us encourage others like them to try the freedom that can be found in living your life without the hassle of switching glasses, wearing unattractive eyeglass straps, or tolerating less than perfect vision.

We also invited viewers to a free product trial at their local optician and a chance to win some active lifestyle experiences shown to us by our 4 protagonists.

We created "Libres-Freedom to enjoy life after 40", the audiovisual series narrating 4 experiences where the role of Alcon multifocal lenses is key to maintaining an active lifestyle.

For the launch of a complete digital campaign, we created:

- A new, emotional positioning of the brand.

- A new claim: The allies of your freedom.

- Four short documentary pieces on digital channels for Spain and Portugal.

- A trailer/teaser for pre-rolls on YouTube.

- The site "libresalos40.com": place to discover the whole series, ask for a free product trial and win unique experiences.

- Segmented social media campaign.

- Graphic campaign in print media.

- Display campaign, adwords and "Brand day" in media related to the target.

- POS pieces (poster and displays) for opticians in Spain and Portugal.

- Special shipments to opticians to discover the exclusive series.

o 6.6 million online hits on key sites

o 3,500 vouchers downloaded

o 40,000 people asked for more information about the product.

o Click rate 3 times more than expected

o 45% of users saw the whole spot to the end versus Spanish average of 28%