HYLO® EYE CARE
With about 650 employees, the pharmaceutical company Ursapharm, based in Saarbrücken, is one of the leading companies in ophthalmology. Since more than 40 years Ursapharm is driven by highest quality standards, innovative creativity and continuous development.
As the market leader and a global player with subsidiaries and partnerships in more than 80 countries, Ursapharm is on a rapid path of growth.
2 years ago, Ursapharm took the next ground-breaking step and decided to address the customer directly, which led to great success in terms of brand awareness and a steady growth in the market share. To successfully continue this exciting path, it was time to call the attention of a larger target group. Ursapharm wanted to remind how important the daily eye care is, in order to prevent the widespread dry eye syndrome.
The HYLO® EYE CARE product range guarantees a systematic approach to eye lubrication and care. It offers the right product for each dry eye severity level and associated symptoms.
The HYLO CARE® eye drops take care of your daily preventive eye care to moisturize dry eyes.
The product provides a solid basis as the number 1 recommendation from doctors and ophthalmologists.
In 2017 Ursapharm entered into a partnership with the FC Bayern München, which caused powerful awareness for the brand. This successful start of the campaign needed to be expanded to develop the brand into a future-proof brand in consideration of the following main goals:
- Establishment as a daily care routine – just like brushing the teeth
- Information on the influencing factors of dry eyes
- Demonstration of the preventive benefits for the eyes
- Optimized way of addressing the feminine target group
- Strengthening the brand HYLO® EYE CARE with the support of the partnership with FC Bayern München
80% of our population suffer from the symptoms of dry eyes – but only a small fraction of these know, how to solve the problem. To increase the necessary awareness and to position HYLO CARE® eye-drops as the problem solver, three strategic approaches were identified:
Creating relevance in increasing the awareness for the symptoms and at the same time orientating the brand from “therapy” to “care”, thus HYLO CARE® eyedrops are positioned as the absolute pioneer in the category.
Generating desire with the FC Bayern München player personalities and a positioning approach that redefines the whole category. Creation of an identification model and the establishment of the product use as a part of the daily care routine. Thereby the living environments of the consumer and the testimonials raise on one HYLO® EYE CARE brand stage.
Triggering the usage occasions and focussing the product and its benefits – thus HYLO® EYE CARE occupies the newly formed category “eye care”. The basis for the activation builds the strategic core idea: Eyes need a treatment as well.
My daily eyecare. We implement this central idea by concentrating on the raise of attention for the trigger of dry eyes and then following with the relaxing and relieving daily feeling with HYLO CARE® and well-tended and protected eyes.
We remove from the previous dark colour world into a bright cosmetically and refreshing world, that reflects the effect of the product.
With more than an eye wink.
Digital stress, one of the Main reasons for dry eyes, occurs when the eye doesn’t wink often enough. We used the sympathetic gesture of a conscious wink as a signature move, that symbolizes the well-being caused by HYLO® CARE. This gives the brand a new face.
To scope the broad target group, we used the aesthetic portrait style that is attractive, bold, open-minded and likeable and allows a democratized performance for Joshua Kimmich, Manuel Neuer und Robert Lewandowski. To, all together, dictate the rhythm.
There is no genre that embodies relaxation and joy as good as Reggae. With Jimmy Cliffs “I can see clearly now” as the musical pendant to the product, we get the heart of the feeling of well-being.
HYLO® EYE CARE attracts attention how important it is these days to seek care for the eyes. Plus, it is the product to use for good eye care. To condense this caring brand approach, we only need two words: We Care.
»The emotionalising of brands plays an increasingly role in the pharma industry, as well as in other industries. We transport the positive feeling of eye care in our new cross-media campaign, to anchor HYLO CARE® even stronger in the environment of body care and lifestyle.
Furthermore we use our slogan to emphasize our endeavour to attract the customers attention to the civilization disease “dry eyes” and to sensitize for a daily eye-care routine.«
Global Director Marketing & Sales Ursapharm