ZEISS SMILE Pro
Patient Conversion Campaign Proposal.
Disclaimer: This campaign is not published.
Brand Background
ZEISS is a global leader in optics and optoelectronics, renowned for its innovative solutions in healthcare, industrial metrology, and consumer optics. One of its featured services, ZEISS SMILE (Small Incision Lenticule Extraction), is an advanced, minimally invasive laser vision correction procedure that offers patients greater comfort, faster recovery, and precise results. Designed to differentiate clinics, ZEISS SMILE combines cutting-edge technology with exceptional patient outcomes.
The Brief
Develop a patient conversion campaign to highlight the benefits of ZEISS SMILE pro surgery for patients in the target demographic (18-35).
The Challenge
The vision correction market is crowded, but ZEISS SMILE Pro stands out with its unique differentiator: a minimally invasive procedure featuring an incision as small as 2mm. So how do we build on this key advantage and effectively communicate its value to the target audience?
The Creative Approach
In world obsessed with the grand and extravagant,
it’s easy to think that bigger is always better.
But when it comes to ‘small’ — it isn’t better.
In fact, it’s smart.
It’s the unexpected solution to everyday challenges.
It reaches places ‘big’ could never,
in ways that are gentler, quicker, safer.
‘Small’ can change the way we see everyday life.
The Big Idea
Go Small with
ZEISS SMILE® pro
A campaign focused on converting Singaporeans by getting them to choose the benefits of going small with our unique 2 mm incision.
Creative Director: Poh Wee Koon
Group Creative Director: Sim Lijing
Junior Art Director: Ashley Ng
Senior Copywriter: Aaron Leong