Specsavers Reactive #DOOH Campaign Ahead of National Eye Health Week

Maddie Cotterill

To promote the importance of regular sight tests for maintaining and protecting eye health, Specsavers has launched a tactical digital OOH campaign ahead of National Eye Health Week.

Jo Fisher, Head of Retail at Talon, who booked the campaign, told us “This is Specsavers’ first digital OOH campaign, and we have really pushed the boundaries with technology, using content around topical news, gossip and events that will be delivered to hand selected premium digital sites. The dynamic, targeted and contextual campaign brilliantly showcases how digital OOH can work for targeted proximity campaigns, and at a national scale.”

The ‘More important than’ campaign leads on topical one liners that react to some of the more trivial news stories, TV gossip and what’s trending, and remarks that regular eye tests really matter. It follows research from Royal National Institute of Blind People (RNIB) and Specsavers that at least 50% of all sight loss is avoidable.

The campaign runs predominantly on roadside screens, alongside rail, across 12 UK cities from September 11-25, 2017.

‘More important than’, which is being created in-house by Specsavers Creative and produced by Grand Visual, is a departure from Specsavers’ long running much-loved ‘Should’ve Gone to Specsavers’ concept. Instead, reactive, contextual and locally relevant copy lines pose suggestions like: “More important than leaking phones” and “More important than post-match handshakes”. The statements are followed by the call to action to book an eye test (here).

Graham Daldry, Creative Director at Specsavers, said: “This is a new direction for us and a renewed focus on being fresh and topical while focusing on a coherent campaign that delivers across all of the digital touchpoints. By piggy backing off the current news and gossip we can deliver a targeted and engaging campaign with local relevance to make sure our important message for maintaining eye health cuts through”.

The reactive campaign is managed and delivered through OpenLoop, the dynamic digital OOH campaign management platform from QDOT. Specsavers updates copy instantly through OpenLoop’s dashboard with the ability to target digital billboards at a National and City level. The OOH activity is planned and booked by Talon Outdoor and
Manning Gottlieb OMD, and supports a broader campaign serving topical updates across print, digital, and social channels throughout the course of the day.

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