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.