Johnson & Johnson Vision Care, India, has launched a WAP application titled Acuvue Moist App. Though the name of the app sounds cheesy it is effective for usersto gauge their daily water intake. OMD Digital has executed the app. 

J&J_Vision_CareUsers with GPRS enabled mobile handsets need to SMS ‘MOIST’ to 57007 to download the app. Once installed the application will gauge your daily water intake as per their body weight, exercise pattern and existing climatic conditions. The best part is the app reminds you to drink ample water at regular intervals all through the day. Users can also register for a free trial Acuvue Moist by sending an SMS.The campaign is aimed at creating urgency for trials and user-interaction with Acuvue brand contact lenses.

Other than targetting eminent WAP sites with banner ads, J&J is planning ads on the screens placed at ITeS offices in Bangalore, Chennai, Mumbai and Delhi. The highlight is that users can download the app through Bluetooth from these screens.