ZEISS launched an international online campaign on the occasion of the 20th anniversary of the IOL Master with the motto ‘Play. Donate. Celebrate’. More than 1,200 ophthalmologists took part in the online quiz, and in so doing learned a lot about the success story of the ZEISS IOL Master.
How do you inspire doctors using figures and facts about 20 years of IOL Master and even encourage them to share their knowledge? Quite simply by making it into a game in which the winners are “children at risk of blindness” in Kenya. The objective was to create awareness and convince existing and potential customers of the future viability of the IOL Master. The creative concept designed by 3We combined hard facts with gamification and charitiy elements.
The anniversary trailer was realised in collaboration with “The Marmalade”. The online quiz for the ophthalmologists specialist target group was published on social media channels and on a specially created landing page. Together with the Christoffel Blind Mission as a partner, ZEISS succeeded in donating USD 20,000 for the expansion of the Tenwek Eye Clinic in Kenya with this campaign.
Carl Zeiss Meditec AG is one of the world’s leading providers of medical technology. The company supplies innovative technologies and application-based solutions for the diagnosis and treatment of eye diseases, including diagnostic devices, surgical microscopes, medical lasers, and implants such as intraocular lenses.
