To promote the importance of regular sight tests for maintaining and protecting eye health, Specsavers has launched a tactical digital out-of-home (OOH) campaign ahead of National Eye Health Week in the UK.
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 the Royal National Institute of Blind People (RNIB) and Specsavers that at least 50 per cent of all sight loss is avoidable.
The campaign runs on predominantly roadside screens, alongside rail, across 12 UK cities until 25 September 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 at specsavers.co.uk.
The reactive campaign is managed and delivered through OpenLoop, the 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.
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.”
Dan Dawson, chief creative technology officer at Grand Visual, said: “This is digital OOH at its best – reactive, targeted, relevant copy that is updated throughout the day.
“By harnessing the ‘context effect’, the media is working hard for the client delivering an important message in an intelligent way.”
Jo Fisher, head of retail at Talon, who booked the campaign, added: “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.”