Can You Spot The Prize?

5. Design Kancils [5.2 Printed Communication Design]

Links:

Product/Service:

Optical store

Client:

FOCUS POINT

Brief:

In Malaysia, Buy & Win campaigns are everywhere, flashy prizes, but no brand soul. Consumers scroll past, forgetting who ran what. For FOCUS POINT’s 36th Anniversary, we needed more than another promotion. We needed to remind people of what truly matters: eye health and better vision, while celebrating the milestone.

Solution:

We turned a sales promo into an eye test. Today, with so much screen time, people often don’t even notice their vision getting blurry. So instead of shouting about prizes, we hid them, deliberately tiny and almost invisible, next to the challenge: “Can you spot the prize?” and “Are you squinting your eyes?”. On digital and social media, blurred and shrunken visuals sparked conversations and shares. At store entrances, the same miniature visuals pulled people closer, making them squint harder, before revealing the prizes in-store, rewarding them with clarity and participation. What began as a generic Buy & Win became an eye-opening reminder, driving high engagement, pulling people in-store, and making Malaysians reflect on their own squinting habits.

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