Published on July 02, 2021
You may not realise this, but the worlds of magic and optometry are not that dissimilar. In fact, Magicians and Optometrists have a lot in common! They change the way people see things. They can make people question their own eyes. And they often surprise people with incredible results.
We were recently appointed by leading contact lens manufacturer CooperVision to provide ‘entertainment’ at an event they were hosting to celebrate the relaunch and reinvigoration of a private label portfolio of contact lenses.
Combining magic with storytelling proved to be a real eye-opener
Part of the relaunch entailed new-look product packaging and CooperVision challenged us to create refreshed excitement around the portfolio and to inspire their customers' staff during the virtual event which included more than 2,000 optometrists and eye care professionals from one of the high street’s most trusted opticians.
As part of their brief, CooperVision emphasised that they wanted to surprise and delight delegates at the virtual event, while landing the key messages of the portfolio, to ensure the event was both enjoyable and memorable.
Our answer to the brief? To apply our Relationship Memory Model® and craft an emotive story, unique to the audience, and delivered via the power of magic.
Image Laws of Attraction © - Sav performs trick - revealing oversized contact lens.
Delivering an unforgettable virtual event
Underpinned by the overarching theme of the event, our creative team, including our Head of Magic, worked with CooperVision’s marketing team to ensure the event would live long in the memory of all the participants.
By writing a script, blended with bespoke and interactive magic, we crafted a piece of communications to deliver the single-minded proposition and the core USP’s of the portfolio. By doing so, our aim was to help train the memory of CooperVision’s audience so that they remembered and could recall the core messages easily when back in practice with the customer.
The aim was to follow the event’s tagline – to make staff feel confident, proud and inspired by their portfolio, and through the use of magic, our Head of Magic delivered this and more!
Commenting on why magic was chosen for this event, our Head of magic, Ian Saville said…
Magic is undoubtedly fantastic entertainment, but it’s also a great way of telling compelling and memorable stories, which makes it a great medium for communicating brand messages. The reason magic is so effective at making messages land is because it is incredibly emotive. Shock, awe, surprise, delight – the types of feelings you experience when watching magic actually stimulate your brain to store information about the related event and prepare it for quick recall.
Holding the focus of over 2,000 delegates
Keeping over 2,000 delegates engaged at a virtual event was never going to be easy, but we love a challenge. Since the start of the COVID pandemic, Sav has pivoted perfectly into the virtual world of online entertainment. His experience was key in creating content that was highly engaging and interactive within the confines of this medium.
Fiona Phelan, Customer Marketing Manager, CooperVision commented…
Feedback from all three stakeholder groups was unanimous; they loved it. Our customers were clearly engaged, and it proved to be a great way to make a virtual event as memorable as possible. In addition, CooperVision’s internal team, as well as our leadership team, were left inspired by the event.
Fiona also commented that “COVID has certainly caused us all, both individually and collectively as organisations, to reflect on our way of working and living, and to consider if some of the changes that have been forced upon us could continue to offer benefits in a post-pandemic world. In the context of this event, the virtual approach opened up the event far and wide, so many more delegates could attend without it having as much of an impact on their working day.
Graham Forbes, Creative Director at Laws of Attraction commented…
By following our Relationship Memory Model® we were able to create the perfect environment for an unforgettable event. Sav’s magical performance provided moments of heightened emotion and by wrapping CooperVision’s core messages in a story full of warmth and humour, we were able to educate the audience about the key messages while they were being entertained.
CooperVision, a division of CooperCompanies (NYSE:COO), is one of the world’s leading manufacturers of contact lenses. The company produces a full array of daily disposable, two-week and monthly soft contact lenses that feature advanced materials and optics, and premium rigid gas permeable lenses for orthokeratology and scleral designs. CooperVision has a strong heritage of addressing the toughest vision challenges such as astigmatism, presbyopia, childhood myopia, and highly irregular corneas; and offers the most complete portfolio of spherical, toric and multifocal products available. Through a combination of innovative products and focused practitioner support, the company brings a refreshing perspective to the marketplace, creating real advantages for customers and wearers. For more information, visit www.coopervision.com.