‘Should’ve gone to Specsavers’ goes outdoors in New Zealand
Specsavers, the discount optical retailer, has launched the latest wave of its ‘Should’ve gone to Specsavers’ campaign.
Outdoor activity has begun in New Zealand, playing on the idea that people who need glasses can make unfortunate errors in judgement.
The tagline, which has entered popular culture and vernacular in the years since it was introduced in the UK, which was introduced to Australia and New Zealand in April.
In this outdoor execution built by Adshel, skid marks were drawn on the pavement leading up to the billboard.
The campaign was created by Melbourne-based agency Smart, which was behind the government campaign to back the carbon tax.
“The ‘Should’ve gone to Specsavers’ campaign strategy is a proven winner in a number of the overseas markets,” said Smart account director Aimee Tarulli. “The shift by the brand to implement this strategy in this part of the world comes after a number of years of aggressive, competitive advertising in the category. Having now achieved critical mass from a business point of view, Specsavers is shifting its focus to leverage the power of its brand.”
The previous slogan was ‘Changing the face of optometry’.
Effective campaign
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Love it!
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Love a smart piece of outdoor. It’s becoming harder to find these days.
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A very tidy campaign. I certainly enjoy the TVC and I’m looking forward to more!
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Good Lord. A campaign with a funny, insightful idea, effectively using the media to exploit and convey that idea.
Oh, it’s been imported from the UK…
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Thanks for the positive feedback AdGrunt.
However the only part of this campaign that’s been imported from the UK is the global positioning statement: “Should’ve gone to Specsavers” (a positioning that I hope you’ll agree is much too good to rewrite!)
The work featured above has been 100% created and produced by our teams in Australia and New Zealand.
Ben Lilley, CEO, SMART
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Ben,
I should’ve been clearer. It wasn’t an attack on your work – it’s truly excellent. The world is littered with good ideas, poorly executed.
It was a dig at the lack of strategic brand vision – lesserly from agencies, but ultimately driven by clients locally.
That means this level of insight and breadth of campaign is rarely seen and even more rarely locally generated and exported.
Your Ashley may have a view on this 😉
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