Our work

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

The strategy

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:

1. Relevance

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.

2. Desire

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.

3. Usage

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.

Our approach

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.

Visual impression

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.

Gesture

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.

Portrait style

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.

Music

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.

Claim

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.