Case Study

Brief

The purpose of the campaign is to promote our contact lens offer to 25 – 45 year-olds.

Strategy

To create a campaign with an engaging format that has stand out on the page.It was decided not to use any comparative price details but to use the line 'Shocked by high contact lens prices? Should've gone to Specsavers'.

'Shocked' is Specsavers' first digitally-led campaign.

Execution

The campaign uses the philosophy behind internet meme culture to subtly adapt globally popular YouTube footage. The three original clips licensed by Specsavers have amassed over 40 million views between them.

The spots use three famous clips of a cat, baby and lemur. But each has been edited to make the protagonist’s eyes wider and more shocked-looking. The ‘shocked’ message is reinforced by a melodramatic soundtrack. A title fades up asking “Shocked by high contact lens prices? Should’ve gone to Specsavers.”

The spots launch on Facebook, YouTube and other online spaces that target 25 to 45 year olds. Uniquely for Specsavers, the campaign launches online but will be followed later in the summer by TV, print and press executions.
All footage was licensed through rights and clearance agency, Reid and Casement.

Watch the clips here:
Cat
Baby
Lemur

Project name: Shocked
Client: Richard Holmes, Marketing Director @ Specsavers
Brief: To promote contact lens offer
Creative agency: Specsavers Creative
Creative director: Graham Daldry
Copywriter: Richard James, Aaron Scoones
Art director: Michael Hutchinson, Mark De La Rue
Agency producer: Sam Lock
Production company: Specsavers Creative
Editor: Chris Denton
Post-production: MPC
Audio post-production: Soho Square Sound Studios
Exposure: Online (followed press/print and TV)

Results

Results will follow shortly.