'Acuvue Wink' was the first branded Facebook application to be launched from Australia. At the time Facebook was still emerging as a social networking platform in this market. The fact that we were the first brand to really utilise the power of the medium enabled us to position the brand as innovative and on-trend - key attributes for a brand wanting to connect with an 18-29 year old audience. The subtle branding on the application meant that users were comfortable sending the winks helping us deliver our reach objectives and making 'Wink' a formidable viral execution.