OPSM tests public eye sight in new Saatchi & Saatchi outdoor promotion
OPSM is encouraging Australians to have their eyes tested in a new outdoor campaign in Brisbane and Melbourne.
The campaign, created by Saatchi & Saatchi, features seven unique posters, placed on specifically selected Adshel outdoor panels, asking people if they have difficulty seeing the specific features in the local streetscape in their line of vision.
Adshel director of marketing Nicole McInnes said: “One of the strengths of out-of-home is its ability to create localised user experiences. This campaign is unique in its ability to draw attention to eye health, using local landmarks to test the vision of people on-the-go.”
The campaign follows a recent OPSM study which found that 74 out of 100 people randomly tested required help with their vision.
The campaign is supported by the OPSM Free Eye Check screening app which allows users to run a basic vision test themselves but encourages them to get their eyes checked regularly every two years.
VP of marketing at OPSM, Melinda Spencer said: “Adshel helped create a highly bespoke campaign, allowing OPSM to create unique pieces of artwork for selected panels. This innovative use of media placement meant the campaign could have maximum cut-through, ensuring OPSM delivered on their engagement strategy,” continued Spencer.
