Specsavers is celebrating England’s progress in the Euros with a campaign centered around a phrase you’re probably hearing a lot right now. The billboard, which mimics the style of eyecharts found in branches of the opticians, states that ‘It’s coming home’ in letters of decreasing size.
The work was put together by Tangerine Communications, which has been working with Specsavers on creative over the course of the lockdown. As with its previous work on behalf of the brand, the billboard focuses on what unites the country during trying times.
Previous work has included the ‘Customer Stories Series’ campaign, which featured the testimonies of Specsavers’s store partners describing “how their teams had gone above and beyond for their local communities”.
Lisa Hale, head of social media at Specsavers, wrote: “Being German (and Welsh), I shouldn’t love this, but I do. Well done Specsavers’s social team and Tangerine.”
— Andrew Bloch (@AndrewBloch) June 30, 2021
The ‘It’s Coming Home’ billboard also builds upon previous work Tangerine has created for Specsavers around flashpoint sporting events. During the Specsavers Ashes series in 2020, Tangerine turned around social marketing creative in response to key moments in the test series.
That also built upon the relationship Tangerine and Specsavers had created over 12 months of working together, with the agency having been appointed to lead its social marketing strategy following a three-way pitch back in November 2020. During that time Specsavers has also launched its ‘Something To Smile About’ integrated campaign.
Martin Kevill, senior creative lead at Tangerine, said: "You can have a great idea, but knowing when to put it live and finding those right opportunities to engage is everything. And in order to do that you have to have three things.... a great idea, a team in place around the clock and trust with the client.
'In this case, when the final whistle blew at the end of the England Germany game, we had everything we needed to push the button.
"Traditionally, you’d expect to see a Should’ve gone to Specsavers line somewhere, but in this scenario, we wanted to tap into the nation’s optimism. Since 1996, It’s Coming Home has always been a huge part of England’s fan culture, but during the 2018 World Cup, it was swallowed whole by the internet and became a meme. People all over the country were looking for messages of optimism, signs of hope… Tangerine wanted to capture that with Specsavers.
'This ad took a message of hope and wrapped it up in a Specsavers package. Timing is everything, and at 6.51pm on Tuesday evening when the ad went live, millions of elated fans were already singing those exact three words."