Dentsu Creative Vietnam Breaks the Myopic Loop to Launch Carl Zeiss’ Advanced Laser Vision Correction Technology

Vietnam, 29 April  — Dentsu Creative Vietnam is breaking down misconceptions around vision correction procedures to launch “Zeiss Smile Pro 2025”, Carl Zeiss Vietnam Ltd’s most advanced laser vision correction (LVC) technology, to a new generation of health-conscious, tech-savvy consumers.

Interest in LVC is growing in Vietnam as myopia, or near-sightedness, rises among young Vietnamese professionals aged 18–35, yet it is low in penetration. Through research and interviews, we uncovered a truth: myopic intenders aren’t unmotivated — they’re stuck in a loop. They want better vision but fear the risks. Even as glasses interfere with their work, fitness, and confidence, the thought of surgery sends them retreating. This endless cycle of want and worry — so-called the myopic loop — keeps them from moving forward.

The launch campaign seeks to “Break the Myopic Loop,” through a cinematic hero film that depicts the frustration of glasses and fear of surgery as a literal loop — broken only by the less -than-10-second Zeiss Smile Pro procedure.

Running from March 25, 2025, the integrated campaign extends across digital, influencer, and clinic-level activations, reframing Zeiss Smile Pro as the smart, safe next-generation Laser Vision Correction (LVC) procedure. 

Vu Thi Thu Hien, General Director, Carl Zeiss Vietnam Ltd. commented, “Myopia may be widespread in Vietnam, but the superior solution- ZEISS SMILE Pro is still shrouded in silence. Dentsu helped us humanize the power of ZEISS Smile Pro — turning advanced technology into a story of personal freedom. Their insight-driven approach reframed the procedure as an empowering step forward, not just a clinical fix.”

Siddarth Malhotra, CEO, Dentsu Creative Vietnam commented, “Our Dentsu team wanted to show that Zeiss Smile Pro isn’t just a technological breakthrough — it’s a response to a deeply human hesitation, especially among young Vietnamese. Instead of pushing past the fear, we chose to speak to it with empathy and clarity. This campaign helped transform uncertainty into confidence, and hesitation into action.”

Within just weeks of launch, the campaign has driven significant engagement and measurable business impact:

• Total number of LVC surgeries in Vietnam increased by 25% in April 2025 compared to the same period in 2024
• 2.1 million video views within the first month
• Surge in organic patient testimonials and social media engagement
• Strengthened brand affinity and patient trust across the country

The Zeiss Smile Pro 2025 campaign marks a new chapter for vision correction marketing in Vietnam — one rooted not in clinical facts alone, but in emotional clarity and empowered decision-making.

Watch the campaign video: https://youtu.be/An7VWoHEibk