Specsavers focuses on store-ownership in witty campaign
The optical retail chain talks up how its opticians own their stores – hinting at the quality of service that comes with that.
Specsavers brings its partnership model into focus with a series of short films
Specsavers has mounted a national campaign showcasing its partnership model, espousing the benefits this brings to consumers.
Espousing a traditional focus on products and ophthalmologists brings warmth and humor to the healthcare brand by showing that there is more to the high street brand than glasses and eye tests.
‘Your Care is Our Business’ elevates the locals who run individual stores, beginning with a six-week TV campaign where staff members are the stars of the show.
The twist campaign begins with people discussing who they have a great relationship with, only for it to be revealed that they are talking about their Specsavers optometrist and audiologist via a suggestive turn of phrase that substitutes double vision for double meaning.
Featuring references such as “He has this way of looking into my eyes” and “Before I met her, my life was a total blur”, the light-hearted message will be followed by radio, press, out-of-home, digital, YouTube, podcast and social appearances.
Victoria Clarke, marketing services director at Specsavers, remarked: "The Your Care is our Business campaign has been created to drive brand reappraisal by highlighting the level of expertise and care that each Specsavers partner brings to the job, owning their own business within their local community.”
The advert follows hot on the heels of ‘I Don’t Go’, a campaign that highlighted Specsavers’ home visit service.
Credits
Specsavers
Marketing services director: Victoria Clarke
Head of connections planning, media and insights: Ian Maybank
Marketing strategist: Aimee Legge
Content marketing lead: Sonya Mooney
Senior marketing manager optics: Simone Roberts
Media strategist: Vicky Norman
Creative agency: The Agency, Specsavers
Managing director, The Agency: Nicola Wardell
Lead client partner: Felicity Pelly
Creative director: Richard James
Creatives: Bertie Rapkin, Jon Morgan
Creative strategist: Polly Evelegh
Agency producer: Sam Lock, Matt Thomas
Media company: Manning Gottlieb OMD
Prod co: Academy Films
Director: Vince Squibb
Producer: Mark Whittow-Williams
Editor: Paul Watts @ The Quarry
Post-production: Electric Theatre Company
Audio post-production: Simon Capes @ Soho Square Studios