“He just has this way of looking into my eyes”
A national campaign has been launched by Specsavers to shine a light on the local professionals who proudly run individual stores – providing the best level of care to their communities.
Shaun Briggs, Specsavers director of marketing planning at ANZ, said its research shows that many people are unaware of its partnership model where each local Specsavers store is individually run by the opticians and audiology professionals.
"The Locally Run campaign has been created to drive brand reappraisal by highlighting the level of care that each Specsavers partner brings to the job, running their own business within their local community," said Briggs.
Based on the creative idea ‘Your care is our business’, the campaign features optical and audiology partners.
Across broadcast channels, the creative features Australians talking about and describing someone they have a great relationship with.
The narrative then twists to reveal they are actually talking about their Specsavers’ optician or audiology professionals.
The descriptions, which include “He just has this way of looking into my eyes” and “Apparently, he’s been seeing half the town”, are chosen to have a witty double meaning. Everything they have said makes sense for an optician or audiology professionals.
The Locally Run campaign brings warmth, humour and a twist to show there’s more to Specsavers than just glasses, launching with TV, BVOD, YouTube and radio and will be followed by OOH and digital.
Credits:
Specsavers
Jane Hoban, Trading Director ANZ
Shaun Briggs, Director of Marketing Planning ANZ
Goran Majstorovic, Head of Brand Creative ANZ
Anri McHugh, Head of Brand Planning & PR ANZ
Megan Bata, Head of Marketing Audiology ANZ
Joanne Dixon, Senior Marketing Manager, Brand Creative ANZ
Zorana Dodos, Marketing Manager, Brand Creative ANZ
Georgina Ingleby, Marketing Manager, Audiology ANZ
Media Agency: Initiative
Creative Agency: The Agency, Specsavers
