| Advertiser | Specsavers |
|---|---|
| Sector | Cosmetics & Personal Care |
| Buying route | AGP, DCM Studios, Partnership, Silver Spot |
| Audience | ABC1 Adults |
| Media Agency: | MG OMD |
| Copy Length: | 10", 15", 30" |
Background
Specsavers wanted to bring the ‘Should’ve Gone to Specsavers’ campaign to cinema in a way that would stand out and drive brand likeability.
Plan
In addition to their hero creative that ran across numerous platforms, Specsavers partnered with DCM Studios and Cineworld to run a 30” TYPO creative across an AGP, with a parody voiceover mistakenly saying, ‘Turn Your Phones On’, alluding that the voice actor needs glasses to read his lines accurately.
Results
Results for those exposed to the multiple creative assets in cinema improved significantly across several of Specsavers core brand metrics, including ad awareness, driving ‘quality’ & ‘fun’ perceptions, boosting recommendation and intention to book an appointment with Specsavers.
- +42% uplift in recall across all TYPO, Trailer and Ident creatives - performing ahead of benchmarks
- +51% uplift for ‘Specsavers is for people like me’
- +30% uplift for ‘is a brand I trust’, showing that cinema was integral in boosting brand likeability