CIBA CAMPAIGN RECEIVES BIG RESPONSE CIBA
By Adnews Staff
Vision Corp. of Duluth, Georgia received 18,000 Canadian calls to its Focus consumer phone line in the first three weeks of its North American TV ad campaign. The ads encouraged consumers to call a toll-free number to learn more about CIBA's Focus Toric contact lenses and to receive product rebates and coupons. The phone calls were followed up by a direct mail campaign, directing callers to locations in their area where they can purchase contact lenses. The campaign also used ads in women's magazines that included rebate coupons for $25 off Focus brand or NewVues contact lenses, and a toll-free number to call for more information. The campaign was created by Adair Green of Atlanta. In Canada, Genesis Media of Toronto did the media buy.