7 months ago
McCann Health London today announced that it has won a 2019 Gold at the Clio Health Awards for 'The Urban Eye Test' for OCO Opticians in the Ambient category (Out of Home – Health & Wellness). The campaign also struck Global Gold at the New York Festivals 2019 Global Awards and a Gold at the 2019 Creative Floor Healthcare Awards, where McCann Health was named Most Awarded Network for a second year in a row. The work also won Gold at the Epica Awards, The Drum Out-of-Home on a Small Budget Award, the best Out-of-Home in the inaugural 2019 FiercePharma Marketing Awards and Silver at the London International Awards 2019, in the Health and Wellness: Devices and Diagnostics category.
“These results and awards have been a fantastic recognition of the team’s creativity and problem solving,” said Adrian Parr, executive creative director of McCann Health London. “We love these opportunities to push the creative envelope for our clients.”
Based on research the team knew that despite an overwhelming fear of losing their eyesight more than losing any other sense, 1 in 4 people in the UK hadn’t had an eye test in the last two years. The out-of-home eye test conducted in London utilised floor panels that were placed on pavements that became diagnostic tools for poor eyesight. A QR code tagged to each location allowed users to instantly book an appointment with an OCO Optician, and allowed monitoring of how people’s on-street diagnosis became actual eye tests.
“When we were thinking about this particular problem about how to drive people to take an eye test, there was a truth we came back to time and again, that we test our eyes all the time when we’re standing at train stations or bus stops or walking around town," said Guy Swimer, creative director, McCann Health London. “People care about their eyesight and understood the value of an eye test, they just needed to be motivated to take action.”
To make the outdoor eye test happen, the McCann Health team had to create weatherproof pavement panels, win approvals from local officials, scout appropriate landmarks at correct distances and make sure the tests were optician-approved. The results were amazing: One in two people who took the test made a vision appointment.
“I am incredibly proud of the McCann Health London team,” said Matt Eastwood, global chief creative officer of McCann Health. “The team has been pushing for breakthrough creative work and these awards speak to the results they have been achieving for clients.”McCann Health, 6 months ago