Specsavers has launched a targeted, small‑format out-of-home domination campaign that dials up the wit and humour of the brand through ambient OOH media. Taking over Australia’s longest street poster site on Swan Street, Richmond, the creative asks pedestrians and motorists to consider whether they are long or short sighted.
Created in-house by Specsavers Creative, the poster installation spans an impressive 95.45 metres. A stretch of twenty‑one panels on one side of the road asks if viewers are “Loooooooooong sighted”? while a single panel on the opposite side asks if they are “Short sighted”?
The campaign forms part of a local area marketing strategy, designed to bring the brand’s iconic wit and humour to life in communities across Australia. It follows the success of previous OOH executions, including domination takeovers at Richmond Station around the cricket, media vendors “installing” Specsavers ads upside down on buses and digital in‑centre panels, and “dispatching” the wrong ‘Welcome to’ destination creative to local train stations.
“When our media agency, EssenceMediacom, presented the site, we immediately knew it was the perfect canvas for our brand wit, tone and humour. Swan Street is a major thoroughfare, and with stadiums and restaurants nearby, it delivers exceptional visibility. Its constant flow of foot traffic and vehicles gives the campaign incredible reach opportunities,” said Erandi de Silva, local area marketing manager at Specsavers.
The idea was the brainchild of Specsavers creatives Adam Farrell and Holly Piriou. Speaking about how they came up with it Farrell said, “we love these standout OOH spaces. You can really give the audience a wow moment, which of course means they’re engaging with the brand. So, we pushed ourselves to go big. We came up with the idea of turning all the panels into a single long message; to create one massive, unmissable execution that’s undeniably Specsavers.”
“This campaign truly showcases Out of Home at its strategic best. By leveraging a high-impact location, we aimed not only to capture broad attention and elevate brand fame, but also to spark meaningful conversation for our client partners at Specsavers. A special thanks to everyone who played a part in bringing the Swan Street domination to life,” added Kate Ryan, implementation and activation director at EssenceMediacom.
Targeting both pedestrian and vehicular traffic in the busy Richmond area, the creative is live now and will run until 12 May.
Credits:
Creative: Specsavers Creative
Media Agency: EssenceMediacom a WPP agency
Specsavers:
Dominic Savill, Trading Director Specsavers ANZ
Shaun Briggs, Director of Marketing Customer Attraction, Specsavers ANZ
Samantha Ferreri, Head of Marketing Activation and Trade, Specsavers ANZ
Kira Ostrovska, Senior Local Area Manager, Specsavers ANZ
Erandi de Silva, Local Area Marketing Manager, Specsavers ANZ
Joanna Dixon, Head of Creative Hub, Specsavers ANZ
Jane Sargood, Senior Finished Artist, Creative Hub, Specsavers ANZ
Richard James, Creative Director, Specsavers Creative
Holly Piriou, Art Director, Specsavers Creative
Adam Farrell, Copywriter, Specsavers Creative
EssenceMediacom a WPP agency
Kate Ryan, Implementation & Activation Director, EssenceMediacom
Remona Salem, Implementation & Activation Group Director, EssenceMediacom
Jamie Debuse, Group Client Director, EssenceMediacom
Media partner:
Hayley Shaw, Account Manager, Revolution360
