Challenge: Former contact lens wearers outnumber current Acuvue wearers 2:1 in Japan. How might we motivate them to restart the category?
Methodology: We know that 95% of decisions are made in the nonconscious mind, so with machineVantage we examined inputs to nonconscious – millions of cultural artifacts such as songs, movies and tv shows that shape the way we understand our world. With machine learning algorithms, we analyzed these cultural inputs against the social feed (outputs) among our target audience. This analysis identified emerging metaphors for restart that resonate on a deep, nonconscious level but that are not overused in conscious communications – so they connect instantly but are not trite. We used these metaphors as inspiration for new consumer communications.
Insight: Restart is an exciting journey driven by the need to transform for improvement, not reliving the past.