Specsavers has launched a new integrated campaign based on the creative idea of ‘your care is our business’, featuring real local opticians and audiologists.
Aiming to highlight the benefits of its long-standing partnership model to customers, the new national campaign sheds light on local professionals running the stores, providing a high level of care to their communities.
Titled ‘Locally Run’, the spots features real life optical and audiology professionals. It follows Aussies talking about someone they have a great relationship with, with a humourous reveal that they are describing their local Specsavers professionals.
Specsavers director of marketing planning, ANZ, Shaun Briggs said: “Our research shows that many people are unaware of our partnership model where each local Specsavers store in individually run by the opticians and audiology professionals.
“The ‘Locally Run’ campaign has been created to drive brand reappraisal by highlighting the level of expertise and care that each Specsavers partner brings to the job, running their own business within their local community.”
It will launch across TV, BVOD, YouTube and radio, as well as OOH and digital.
The campaign consists of a 30 second spot, along with an accompanying 15 second version, while across OOH and digital, it will show real Specsavers owners taking a selfie outside their stores, further emphasising the community spirit.
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
Creative agency: The Agency, Specsavers
Media agency: Initiative