The eye health awareness campaign called ‘More Important Than’ campaign has been named the healthcare winner in this year’s Campaign Media Awards.
The highly innovative campaign – designed by Specsavers’ Creative team alongside media agency partner Manning Gottlieb – humorously responded to media trends in real-time while highlighting the importance of eye health, driving a surge in both awareness and sight tests. The creative approach was “More important than…” – enabling a witty juxtaposition between the importance of eye health and the triviality of most media content, which underlined the point that almost nothing is as important as having an eye test.
An operations room connected to live news sources and reams of social data to spot trends and react to what was going on throughout the day was established. These trends and news items were identified by the team and then turned into creative by the brand’s in-house team, which was then placed in relevant media. Digital outdoor sites across the country displayed arresting messages of what was trending that day, while newspaper ads included wry comments on the key trivial issues.
The team also worked in partnership with Channel 4 and Sky to create TV ads that directly referenced the programming and storylines just watched.
Over the course of its two weeks, more than 100 different executions resulted in increased awareness and numbers of eye tests.
The campaign was also shortlisted in this year’s prestigious Retail Week Awards for Best Advertising and Marketing campaign – up against the likes of John Lewis, IKEA, Aldi and ASOS – and received a highly commended in the Best Topical Campaign category in the Newsworks Awards.
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