Bucharest, November 13, 2023
MullenLowe Romania is the new creative partner for Alcon, a pharmaceutical company active in the ophthalmic surgery and eye care products market. Within the partnership established this year, the agency will provide multi-channel creative solutions and activations based on data analysis and relevant insights, together with Medic One.
The collaboration started spectacularly at the National Ophthalmology Congress held in October in Sinaia. At the event, MullenLowe Romania, with the support of Medic One, transformed the Alcon booth into a unique experience titled “Clear Vision of the Future”. This activation showcased Clareon, Alcon’s state-of-the-art monofocal artificial lens platform, in a completely new light.
The activation was a vibrant demonstration of creativity and a profound understanding of the industry’s subtleties and the specific needs of the brand. Every detail of the provided experience transformed a simple booth in the exhibition area into a magical experience that perfectly highlighted the premium attributes of Clareon lenses, providing cataract patients with surprisingly clear distance vision and constant functional intermediate vision. The MullenLowe Romania & Medic One combo blended creativity with medical expertise, focusing on both Clareon and Alcon’s fundamental values regarding innovation and quality in the field of eye care products.
With the help of the Surprising Clareoni magician, the future was revealed in an entirely unexpected way, as he anticipated a bright perspective for ophthalmic surgeons in a memorable and interactive manner. Looking into his crystal ball, the magician foresaw a successful future for ophthalmic surgeons: they would have many patients impressed with the clarity of their vision after receiving Clareon monofocal artificial lenses. Thus, the Surprising Clareoni offered all interested ophthalmic surgeons a Clear Vision Of the Future, in which Clareon lenses played a central and directly proportional role in the post-operative delight of patients.
“Our mission was to convey the attributes of Clareon artificial lenses in the most creative, interactive, and relevant way to specialists in the ophthalmic field, an audience exposed to a variety of messages about visual acuity, cataracts, artificial lenses, procedures, and new technologies. We explored various creative directions for the project that marked the beginning of the collaboration with Alcon, and <<Clear Vision of the Future>> was the winning concept that perfectly encapsulated the attributes of Clareon lenses, turning the activation into a memorable experience for the doctors who attended the National Ophthalmology Congress”, said Florian Langa, Senior Copywriter, MullenLowe Romania.
“Alongside Alcon and the MullenLowe Romania team, we embarked on a fascinating journey where remarkable ideas meet innovation in ophthalmology. With extensive experience in medical communication, we provided support in shaping Alcon’s latest project. The collaboration with MullenLowe Romania in this project is for us a synergy between solid medical knowledge and remarkable creativity. We can say not only that we share Alcon’s vision but also that we transform it into reality in a constantly evolving medical universe”, said Oana Cociașu, Managing Partner, Medic One.
The future looks surprisingly clear: MullenLowe Romanai, with the support of Medic One, sets its sights on the next project with Alcon. Stay tuned!
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The teams that created the campaign:
Alcon: Adina Suciu (National Sales Manager), Raluca Crăciun (Advanced Technology Manager), Otilia Grama (Product Manager – Surgical Franchise EE).
MullenLowe Romania: Silviu Antohe (Executive Creative Director), Florian Langa (Senior Copywriter), Mircea Solomiea (Art Director), Oana Chiriac (Traffic Manager), Andra Panaitescu (Client Service Director), Elena Enciu (Account Manager), Andrei Bașa (BTL Manager), Ana-Maria Stoica (BTL Manager).
Medic One: Oana Cociașu (Managing Partner), Corina Sofariu (Account Director).
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About Alcon
Alcon is a global leader in eye care, helping people see brilliantly. Operating in 60 countries, it touches millions of lives in over 140. Alcon’s surgical products rank first in customer satisfaction, value, and innovation. Vision Care products are among the most trusted in the industry. Research programs, grants, and training globally contribute to improving eye care. With a tradition of over 75 years, it is the world’s largest eye care device company. It has a long history of industry firsts and allocates a substantial amount to research and development each year to meet customer needs and patient requirements. The future is built on this history because when people see brilliantly, they live brilliantly.
About MullenLowe Romania
For 30 years in Romania, MullenLowe is an integrated marketing and communication agency that aims to maintain its entrepreneurial creativity mindset and dynamic spirit. The agency positions itself as a challenger to the traditional creative process and adopts a working model based on integration, as well as a holistic perspective on communication.
The creative product signed by MullenLowe Romania is conceived rather as business solution than just customer communication, through creative thinking, media innovation and a customer journey that differentiates its clients on their highly competitive markets.
Owned by the American Group IPG (Interpublic Group), MullenLowe is one of the largest communication networks globally, with over 90 agencies in America, EMEA and APAC, one of the Interpublic Group of Companies. In Romania, the agency is part of the Lowe Group, one of the most important communication groups on the market.
For more information, please visit romania.mullenlowe.com, MullenLowe Romania Facebook page or MullenLowe Romania LinkedIn page.
About Medic One
Medic One was founded in 1999 by Dr. Oana Cociaşu, Veronica Savanciuc and other partners, being the first full service agency specialized in medical marketing and communication in Romania. Medic One provides consultancy, strategy, creation and implementation of integrated offline and online medical communication campaigns for both the local and international market. The agency’s campaigns and projects have won multiple national and international awards at festivals such as EMEA Sabre Awards, EFFIE, IAB Mixx Awards, ADC*Ro, PR Awards and Cristal Festival. Medic One is a member of the Lowe Group communications group, which also includes Initiative, MullenLowe Romania and Golin. For more information, visit www.medicone.ro.