30 Sep 2021
Drum PR Awards triumph
Red Consultancy's innovative eye check storybook created for Boots Opticians has been crowned a winner at this year's SABRE Awards.
The 2017 EMEA SABRE Awards received more than 2,400 entries from across the EMEA region and our Zookeeper Zoe campaign won the award for Best UK Campaign (mid budget).
Zookeeper Zoe is an interactive storybook designed to allow parents to perform basic eye checks. Young children often don’t realise they’re not seeing properly and it’s hard for parents to spot so the storybook with its built-in eye checks was the perfect tool to address the problem – interactive, engaging and fun for parent and child.
The storybook was available in both digital and print formats and whilst conceived as PR, the campaign was extended through advertising, digital and in-store channels. We were involved in all aspects of the project including creating the book, building the digital assets and running a full media relations programme across traditional and social channels. The campaign not only delivered masses of media coverage and significant social engagement, but also an increase in children’s appointments at Boots Opticians.