GrandOptical - "Gamer Eye Test"

DDB Praha

DDB Praha Praha 4, Czech Republic

814

This ad is part of the ACT Responsible Collection

Brand: GrandOptical
Country: Czech Republic

Advertiser: GrandOptical

Title	Gamer Eye Test
Agency	DDB Praha
Campaign	Gamer Eye Test
Advertiser	GrandOptical
Brand	GrandOptical
Posted	July 2022
Business Sector	Opticians
Story	80% of eye conditions can be cured if diagnosed in advance, so getting people to start taking preventive eye check-ups is crucial. "Our company wants to reach out to people who don't know about their vision problems yet and persuade them to have their eyesight measured and thus help them improve their life. This is why we targeted drivers last year. This year, we wanted to reach the gamers. We believe that this is a way to be closer, especially to the younger generation, which generally tends to use more electronic devices" Anna Davidková, GrandOptical 's Marketing Director. To connect with gamers, we had to be extremely contextual and relevant since esports players only care about short-term performance. Esports presents an immense challenge, physically and mentally. Gamers burn out even more rapidly than in any other professional sport because players are required to practise between 10 to 14 hours a day, every day. However, the vast majority underestimate the long-term health risks of over-training. The Gamer Eye Test project was developed between the optometry department from GrandOptical and Entropiq, a top-tier esports team. It was then launched during the esports offseason (January – February. The project was supported by influencers, PR, and other traditional touch-points, such as newsletters, banners, and social media ads. The Czech esports community´s response exceeded expectations, making GrandOptical work on scaling the project up to other countries such as Poland, Slovakia, and Hungary. What started off as a partnership became a health message which reached 90 percent of the Czech esports community, influencing 100% of gamers´ views of the impact an optometrist can have on their performance. The positive response rate surpassed expectations, as the Gamer Eye Test project earned free media valued at eleven times (11x) more than partnership. Furthermore, the Gamer Eye Test became an official part of the esports program of two of the top 3 esports clubs in the Czech Republic: Entropiq and Esuba. The Gamer Eye Test will take place twice a year: during the offseason and immediately after the Tournament season.
Media Type	Case Study
Length	118 seconds
Chief Creative Officer	Dora Pruzincova
Creative Director	Ivan Soukup
Creative Director	Gert Laubscher
Creative Director	Amila Hrustic Batovanja
HEAD OF ART	Emil Nitkulinec
Copywriter	František Bořík
Graphic Designer	Iman Delić
Senior Art Director	Bedirhan Akcan
Senior Copywriter	Ondřej Kolek
Senior Copywriter	Jiri Kirchner