Specsavers launches first Skype enabled campaign
Specsavers has teamed up with Microsoft Advertising to launch its ‘Spectacle wearer of the year’ competition on Skype, the first time that Skype has been harnessed for such a campaign.
This invites spectacle wearers to submit photographs of themselves, utilising Skype to reach a greater number of would be entrants than ever before.
Developed by Manning Gottlieb OMD in conjunction with DG MediaMind, the campaign exhorts people to activate their webcams from which they can snap themselves in readiness for entering the competition.
James Hayr, head of specialist sales at Microsoft Advertising, says: “This is the first time an advertising campaign in the UK has used Skype’s video capabilities within a creative solution to bring a brand message to life. Skype’s ability to make more meaningful connections over video means that this is the only platform a campaign like this could have been executed on, outstripping the reach of its competitors.”
Tim Langlois, digital marketing manager at Specsavers, added: “Although we’ve been working with Microsoft Advertising for a number of years, this is one of the most exciting, ground-breaking campaigns we’ve produced together. Our strategy was to target environments where users are likely to have camera-enabled devices for the first time, to ensure a low barrier to entry – Skype was a no-brainer here as more than half of its users are utilising webcams.”
The campaign will run till the end of June and will be supported by digital display ads on MSN.