The challenge for the market launch of Biotrue ONEday contact lenses in the Singaporean market was to compete against well-estab¬lished products such as Johnson & Johnson’s Acuvue and to acquire some market share from such brands. Provided that the available budget wouldn’t allow much ATL presence Brandcourage de¬cided to focus on the digital space and only bus and magazine advertising was done via traditional media channels. Brandcourage launched a search for 18 brand ambassadors, all having busy lives and dependent on comfortable vision all day long. The ambassadors were then all featured in a short video showcasing a snapshot of their daily lives and how much they rely on comfort¬able contact lenses. The 18 videos were released online on a weekly basis and generated 10,000 followers by the end of the campaign.