Omnichannel Campaign Strengthens Specsavers in Sweden, Norway, Finland, Netherlands and Denmark
Specsavers –and in Denmark Louis Nielsen– are strong brands that, through a disruptive strategy and consistent marketing have secured a large share of the market. In fact, the chain, which has 1,978 stores, has become the market leader in many countries. So, there was a good foundation to build on when, for the first time, Specsavers chose to place an international campaign in the hands of the regional office in Denmark, which runs the campaigns in Northern Europe. The campaign was developed in collaboration with Sunrise and Fosbury.
“Should have gone to Louis Nielsen” and the English edition “Should have gone to Specsavers” is more than an effective payoff, it has become internationally recognised. With a single Google search, you can find plenty of examples of how people play with and use the line as a catchphrase or fun commentary in everyday life. Every marketing director’s deepest desire for the company’s marketing concept to become universal has come true for the chain. A little like the iconic Duracell bunny that never stops. But price, as we know, is not everything.
PEOPLE NEED MORE THAN CHEAP GLASSES – THEY NEED EYE HEALTH
Studies show that about 80% of people believe that vision is the most important of their senses. And yet, people very rarely get their sight checked. Perhaps because very few people are aware that up to 50% of all sight loss is avoidable with regular sight checks.
This is an important message for consumers. Furthermore, it gives Specsavers a good reason to show that the chain is at the forefront of sight testing in stores and has eye health at the top of its agenda. The task of conveying these good messages in Scandinavia and the Netherlands was laid in the hands of the Danish office, which in itself is worth noting because usually Specsavers tend to develop all campaigns in the chain’s internal creative department.
The task was to strengthen the brand’s international foundation
Specsavers internationally and Louis Nielsen in Denmark are strongly positioned as the economically sensible choice.
But now the time had come to make the brand’s foundation even stronger. The brand has by no means rested on its laurels. Its commercial success has been used to invest in both the staff’s competencies and state-of-the-art technology for sight tests. Both high-quality service and technology were important aspects of the overall message of a new campaign that everyone should look after and care for their vision.
Specsavers’ Marketing Director of Northern Europe, Philip Moustgaard Knudsen talks about the desired effect of the campaign on the Specsavers’ brand
“We absolutely want to maintain that we are the market’s affordable alternative. But even a low price is only really attractive when the product and service you experience as a customer is on a high level. Therefore, the new campaign must convey some extra customer value if we are to be chosen. We are more than a good price.
Reality is a strong creative tool in marketing campaigns. During creative development, it was quickly understood that the best way to communicate was to use reality to demonstrate what Specsavers and Louis Nielsen can do. The question was whether we could make it interesting enough for the target audience to get involved.
NOT JUST A SIGHT TEST
A classic definition of good creativity is to “make the well-known different”. By starting with something that people are familiar with and then introducing a twist, you can grab the attention of your audience. This is exactly what happened with The Eye Opener Test.
Most of us have tried sight tests, so the starting point is a familiar situation. But at the same time, the campaign shows that sight tests are still somewhat different than they were just a few years ago. Today, the technology is more advanced, and the user experience is better.
Both these facts are expressed in the films, which combine clinical ability with the beauty of the eye and the reactions of the participants. In this way, the campaign leaves the viewer with both a rational and emotional impression.
Creative Director, Janus Maybom Jauch of Sunrise and Ole Caspersen of Forsbury also describe the filming experience:
“It was also a test of our nerves. Because when something is real and not instructed, you don’t know what you will end up with. But we must say that Specsavers has shown exceptional confidence in the collaboration, meaning we could get on with working to get the best result possible. Whether it is successful is up to the individual viewer. But for us, we are really proud of this campaign”.
A RARE EXECUTION OF THE AIDA MODEL
Charlotte Riis-Cordsen explains:
“The Eye-Opener Test is a rare example of a campaign that consistently touches upon every level of the classic AIDA power hierarchy model:
• Awareness is secured through the omnichannel approach with precise targeting, and message-wise using concrete information, such as 80% believe that vision is the most important sense.
• Interest is created by the campaign being staged as a test and by watching the participants enter a room – clearly excited about what is about to happen. As a viewer, you become curious because you can see that the participants are curious. That is the strength of viewers identifying with the participants.
• Desire to get a sight test is built on two points. Firstly, one is reminded of the situation, and secondly through the information that 50% of all sight loss can be prevented. It’s a figure that effects most people who wear glasses or contact lenses – or at least should.
• And with an offer to get a free sight test, we trigger action that drives traffic to the stores. It is worth noting here that the value of a free offer is only as good as the perceived quality of the product or service. The higher the quality experienced, the better ‘free’ becomes for consumers. That is why the test sequences are filmed and reproduced with such high production values that you almost want to be tested”.
An emotional turning point increases campaign involvement and shareability
What is eye health? It can be hard to relate to. However, with an authentic story about how a sight test revealed a young woman’s cyst in the brain, the Danish version of the film shows how much can be at stake. Fortunately, the story ends happily, and the test participants experience with us as spectators relief, and we see the daughter united with her still obviously shaken mother.
Filmically, it is a surprising turning point and an emotional highlight that may help the campaign’s message make a lasting impression. And, maybe even make viewers feel like sharing it so that more people get the message and understand that the woman came through her ordeal with the help of Louis Nielsen. A truly positive sunbeam of a story, which Sunrise and Fosbury are proud to have brought to the world. Creative Director, Janus Maybom Jauch of Sunrise and Ole Caspersen of Forsbury explain further:
“Obviously, you get a little nervy when you’re asked to work for the world’s largest optician chain. But the team at Specsavers is extremely skilled and brave, they dared to try something new. Internally an incredible effort has been put into getting the whole organization involved”.