Myung Dong: Self-optometry business card

Check your eyesight! Dedicated to your vision in Myung Dong Optician's.

Background: A tiny optician's has been launched in a traditional market in Jeju, South Korea. The main target of this market is middle-aged men and women between 50~70 years old and the elderly.

Drawbacks: 1. The advertiser's limited budget. 2. The elders in the area do not acknowledge their eyesight and they are accustomed to their poor vision. A specialized optometry is urgently needed.

Mission: 1. Let them experience themselves the visional discomfort with minimum budget. 2. Let them recognize 'Myungdong optician's=For those with low vision'

Ideas: Self-optometry business card; Create a card that examines people's eyesight. Just reach out your hand and the business card converts to an eyesight chart.

Results: 1. Printed 500 'cards' with only 30.000 Korean won. 2. Delivered 500 'cards' to the surrouding business district, including the traditional market in Jeju, and 99.9% of residents particiated. 3. The majority of the clients recognized 'Myungdong optician's'. Also after the card advertisement, over 90% of the residents visited the optician's in a mere month.

Advertising Agency: Black Pearl Creative, Seoul, South Korea
Executive Creative Director: Peter Kim
Creative Director: Damien Kim
Art Directors: Sabina Moon, Stella Kim
Copywriters: Jeremy Nam, Rose Kim
Account Director: Peter Chanel Ko
Published: May 2013

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6 comments

ivan's picture
ivan

Ivan Raszl, admin of AotW

kleenex's picture
kleenex
25612 pencils

interesting idea.

kkmosis's picture
kkmosis
20 pencils

I think its unique! And it fit the strategy to perfect!!

etkhong's picture
etkhong
3 pencils

well done. top notch!

hongwithu's picture
hongwithu
3 pencils

Eye catching idea! Simly, I would not throw this away but keep this cuz it's worth.

joo kim's picture
joo kim
2 pencils

this is awesome!

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