Gamer Eye Test
Agency: DDB Prague
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.
This professional campaign titled 'Gamer Eye Test' was published in Czechia in February, 2022. It was created for the brand: GrandOptical, by ad agency: DDB Prague. This Experiential medium campaign is related to the Gaming industry and contains 1 media asset. It was submitted 9 months ago by Head of Operations: Soňa Lacinová of DDB Prague.
CREATIVE AGENCY: DDB Prague
CHIEF CREATIVE OFFICER: Dora Pružincová
EXPERIENTAL CREATIVE LEAD EXPERIENTAL: Lluis Rotger
CREATIVE DIRECTOR: Ivan Soukup
CREATIVE DIRECTOR: Gert Laubscher
CREATIVE DIRECTOR: Amila Hrustic Batovanja
HEAD OF ART: Emil Nitkulinec
HEAD OF STRATEGY AND BRAND EXPERIENCE: Dmitry Zenin
HEAD OF SOCIAL: Jakub Horváth
HEAD PRODUCER HEAD PRODUCER: Ondřej Nečas
SENIOR ART DIRECTOR: Bedirhan Akcan
SENIOR COPYWRITER: Ondřej Kolek
SENIOR COPYWRITER: Jiří Kirchner
SOUND DESIGNER: Ondřej Dvořák
BRAND STRATEGIST: Anastasia Tikhomirova
SENIOR PROJECT MANAGER: Max Norlin
SENIOR PROJECT MANAGER: Michael Urban
COPYWRITER: František Bořík
GRAPHIC DESIGNER: Iman Delić
POST PRODUCTION OPERATOR: Evžen Zalevský
POST PRODUCTION OPERATOR: Pello Seron
FREELANCER PRODUCER: Michaela Bereckeiova
ENTROPIQ CEO (PARTNER): Daniel Kloud
ENTROPIQ CHIEF MARKETING OFFICER (PARTNER): Aleš Klemperer