Challenge /
Southwest Eyecare wanted to expand the LASIK side of their business. However, the market was already extremely saturated with LASIK providers. Unlike their key competitors, Southwest Eyecare did not have the budget to run print and television advertising.

Key Insight /
While there were a lot of messages in the market advertising LASIK, they were all saying pretty much the same thing in the same medium (print and television). Research showed that most of Southwest Eyecare's key target could be reached on the radio – a medium none of their competitors were currently in.

Solution /
Create a memorable radio spot that was capable of selling the key benefits of vision enhancement – in a non-visual medium.