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.”
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]