Specsavers – More important than...

Case study - Objective: Address an issue


Specsavers and Manning Gottlieb OMD used newsbrands to align their message about the importance of eye health with everyday news stories.

Specsavers is committed to transforming eye health but data shows that almost 14 million people in the UK are failing to have regular eye tests. If people weren’t interested in the health of their eyes, the campaign would need to find a way to weave the message into something they were interested in.

Newsbrands provided the ideal setting for the brand’s message, with eye-catching, responsive ads placed directly next to related news stories. In order to deliver the campaign in real time, a team of eight worked in shifts, watching the news as it happened and creating reactive content.

The campaign included over 100 bespoke creatives, which appeared next to news content in print and online. The campaign also featured OOH and TV activity.

Key findings

  • Ad awareness and brand perceptions are up YoY
  • There was a marked increase in buzz, which reached its highest levels for a year
  • Online conversion rates for eye test bookings are at the highest levels Specsavers has seen this year

The immediacy of the campaign and being able to align ourselves so closely with the very content we were referencing meant that the news was the perfect vehicle for our topical ads.

Sarah Marquis, marketing category owner, Specsavers