Specsavers turns to popular online footage for 'Shocked' campaign
A new campaign from Specsavers aims to use the philosophy behind the internet meme culture in adapting popular culture footage, using three new spots to promote its contact lens prices.
The ‘Shocked’ campaign features three well-known online clips of a shocked looking cat, and baby and a lemur and will run on Facebook, YouTube and other online sites targetting 25 to 45 year olds.
Graham Daldry, creative director at Specsavers Creative, said: “Although our previous campaigns have had plenty of online presence, ‘Shocked’ is the first time that we’ve broken a campaign digitally before taking the more traditional routes of TV and print. And by using YouTube footage as the basis for our first digitally-led campaign, we’re appealing to an audience that can be difficult to reach through traditional media.”
The campaign will be followed later in the summer with TV, print and press executions.