30 Sep 2021
Drum PR Awards triumph
An innovative eye check storybook created by Red Consultancy for Boots Opticians last night won two PRMoment Awards.
It scooped the awards for Integrated Communications Campaign of the Year and the Healthcare/Pharma Campaign of the Year.
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. Red was 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 a rise in children’s appointments at Boots Opticians (currently up 11% year on year).