‘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’.



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