Puzzle Promo Puts Eye Treatment in the Pink
From Success Stories
By Jen Zorger
There's nothing attractive about pink eye, which can be highly contagious. But with help from the Balcom Agency, eye-care giant Alcon managed to promote their pink-eye treatment solution Vigamox in a surprisingly appealing way.
“Alcon wanted a piece that would both engage kids and educate parents,” says Carol Glover, creative director at Balcom. “Our assignment was to create something beyond the usual patient education brochure or branded specialty item.”
Just before the FDA limited distribution of branded gifts promoting pharmaceuticals, Glover and her team came up with a children’s game to spread the word about Vigamox. Featuring little balls in varying shades of pink and white to represent infected or healthy eyes, the puzzle challenged kids to roll the “eyeballs” into the respective sockets on five cartoon faces.
Alcon sales reps appreciated the piece because it gave them an opportunity to visit pediatricians’ offices. Doctors and nurse practitioners then gave out the puzzles to parents who brought their kids in with the condition. The piece also helped keep the brand top-of-mind with the health-care workers.
“By all accounts, the games were extremely well-received,” Glover says.
And the target audience wasn’t the only group who liked them. The promotion also garnered national recognition in the advertising industry, earning Balcom a silver Addy Award from the American Advertising Federation.
BIZ TIP: Grab attention with games
Custom games get recipients involved in your client’s message – and they don’t have to be complicated or expensive. Take a look at these examples:
- Magnetic desktop darts from Sunscope (asi/90075)
- Roulette wheel decision maker from Hit Promotional Products (asi/61125)
- Mini labyrinth puzzle from Game Parts (asi/55750)
