Marathon drive boosts footfall

An advertising campaign for the 2012 Virgin London Marathon saw 20,545 people sign up for Johnson & Johnson's online offer for 30 days' free Acuvue daily disposables. This interest drove 3,800 people into practices countrywide for contact lens assessments and fittings, said J&J.

Marcella McParland, UK and Ireland director of professional affairs, said: 'Through a multifaceted approach, the campaign engaged with a wide range of audiences to communicate how contact lenses can help patients reach their personal best.'

The campaign encouraged runners to go 'spectacle free' to see the benefits contact lenses could have for people with active lifestyles. Sixty-two pieces of branded consumer coverage were run during the event and a tie-in with TV presenter Jenni Falconer was said to have reached 24 million people.