A very long campaign has made Specsavers optical services known (read: famous). Its audiology services are less well-known in the UK and Ireland. So Specsavers has rebranded for six weeks as Specsandhearingsavers. And it is using its famous Should’ve humour to advertise the fact that even though the brand has offered expert hearing services for twenty years, its name has never reflected that.
The campaign is running across TV, VOD, radio, OOH, press, digital and social, with different tongue-in-cheek creative activations for each channel.
On TV and cinema, the campaign re-runs one of Specsavers best performing ads – an unwelcome clown package arriving from a misheard request at an Arctic outpost.
Special-build OOH locations dramatise the cumbersome ‘new name’ by having Specsandhearingsavers run off the edge of the canvas.
The press ads emphasise that while the new name doesn’t quite work, it does highlight the brands rich heritage and the fact that they didn’t know they’d be market leaders in hearing when they set out over forty years ago. The brand now has twenty years of audiology experience.
In earned media a builder will be filmed at one of the Specsavers stores attempting to replace a Specsavers storefront sign with the new logo. However, the logo is so long it doesn’t fit and very obviously overhangs onto the neighbouring store, so can’t be fitted. Paul Chuckle from Chuckle Brothers will be at the stunt event and will record and share self-shot footage across his social channels.
Credits:
Client: Specsavers Marketing UK & ROI
Marketing Director: Victoria Clarke
Head of Marketing: Nick Rainbow
Marketing Specialist: Rob Fox
Marketing Managers: Sarah Sawadye, Faye Cobb & Clare Packman
Social Manager: Paul Ainsworth
Creative Agency: Specsavers Creative
Managing Director: Nicola Wardell
Creative Director: Richard James
Creative Leads: Simon Bougourd & Kate Allsop
Copywriter: Simon Bougourd
Art Director: Neil Brush
Strategists: Simon Butcher & Polly Evelegh
Head of Creative: Agi Varanyi
Creative Partners: Laura Battersby & Foula Schanche
Producers: Matt Thomas: Sam Lock
Head of Creative: Sid Tomkins
Designers: Dave Robinson & Sunir Patel
Media: MG OMD
Production: Specsavers Creative
Directors: Chris Denton & Graham Daldry
Director of Photography: Matt Fox
Producer: Kristin Rathje
Post Production & VFX: Unit Media
Editor: Chris Denton
Music & Sound: Soho Square Studios
PR: Golin & Tangerine
