Victoria Street, North Melbourne. Credit: Apparition media.
Specsavers has launched a targeted small format OOH campaign that dials up the wit and humour of the brand in OOH media across Australia and New Zealand.
The campaign, designed to entertain comedy festival attendees, features sight and hearing related jokes that put a spin on classics while bringing the "Should’ve gone to Specsavers" tagline to life.
Some of the jokes:
• A man walks into a bar…. “Ouch”. Should’ve gone to Specsavers.
• Why did the chicken cross the road? What chicken? Should’ve gone to Specsavers.
• Knock, knock. Knock, knock knock. KNOCK, KNOCK, KNOCK, KNOCK! Should’ve gone to Specsavers Audiology.
“Writing jokes for Specsavers for national comedy festivals came with one undeniable challenge: comedians can smell fear. So, we had two choices – panic, or keep writing anyway," said Stephanie Gwee, creative director, TBWA Melbourne.
"Thankfully, Specsavers’ well-known and well-loved brand of observational everyday humour gave us the perfect starting point to work from - so we leaned into that and crossed our fingers for a few chuckles along the way."
Stefanie Crisafi, Group Client Director at EssenceMediacom, said TBWA came up with a great creative idea just two weeks before the Melbourne Comedy Festival.
"We were delighted to help bring it to life in the right places with a targeted OOH campaign," said Crisafi.
"We’ve loved our first few months working on the Specsavers business. The successful execution of this campaign was a true test of agility and demonstrated the seamless collaboration between the agency village and the marketing team to take advantage of thisculturally relevant moment and communicate the Should’ve gone to Specsavers message."
The campaign is live on small format sites and will coincide with comedy festivals in Melbourne, Sydney, Brisbane and Auckland across April and May.
“Simple yet effective, we are excited to bring some laughs to comedy fans outside the shows with our latest campaign," said Anri McHugh, head of marketing, awareness & consideration, Specsavers.
"The OOH creative will be positioned alongside comedy act posters which brings our brand tagline to life in a fresh and playful way in a contextual environment.
"The campaign is a funny and a gentle reminder to Aussies and Kiwis of all ages to look after their eye and hearing health while also giving then a laugh,”
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