Specsavers has launched a new campaign that celebrates the positivity and joy that a smile can bring, even in these challenging times.
The TV ad Something To Smile About debuted on UK TV on 12 October in a 7.45pm break during Coronation Street on ITV [and 11 Oct in Ireland] with a 30-second film with a series of people’s smiling eyes, to the soundtrack of ‘When You’re Smiling’.
Many of the people who appear in the ad are Specsavers customers and the campaign will expand on the real-life stories of how Specsavers colleagues have cared for their customers, putting a smile on their faces.
This storytelling approach started in March during the first lockdown and has been highly successful, as 50% of people surveyed who do not use Specsavers (brand rejectors) and who saw the customer stories said they were likely to try Specsavers in the future.
The TV ad is supported with a wider roll-out in October with high impact billboards, newspaper and magazine ads, digital and radio advertising. There will also be more online ‘Smile’ activity that unpicks the science behind a smile.
The Specsavers in-house agency faced the challenge of devising a new campaign that acknowledged the pandemic but also engages audiences in the witty tone of voice that is synonymous with the brand. The team said their inspiration came from the fact that life might be difficult right now but that the nation can rely on Specsavers colleagues to be empathetic as well as make a positive difference to our lives with quality glasses and contact lenses.
Specsavers Global Chief Marketing Officer Katherine Whitton explains: ‘Our in-house team has beautifully captured our brand promise of making a positive impact on how people feel with a simple yet effective idea. A smile is how Specsavers measures the impact we have on our customers. Their smile can come from relief of having their eye health checked, from feeling
good after getting stylish new glasses at a great price. A real, genuine smile that shines through the eyes shows we’ve exceeded a customer’s expectation.
And smiling customers mean smiling colleagues – nothing makes our store teams feel more positive than a happy customer.’
Nicola Wardell, Agency MD at Specsavers says: ‘We’ve been making people smile for years with our Should’ve Gone To Specsavers ads. People relate to the phrase in everyday life because it taps into the mishaps we all make when our eyesight or hearing are not quite up to scratch. People love it, they have taken it as their own and it really does make them smile.
‘Something To Smile About brings a fresh new approach while tapping into the Should’ve brand power. We’ve been empathetic to the current mood of the nation, to people seeking a little positivity in difficult times as well as not wanting to sacrifice on quality if their finances become challenged. The creative idea allows us to really showcase the quality of our glasses and hearing aids in their full glory.’
The campaign was created by Specsavers’ in-house creative agency Deputy Creative Directors Richard James and Marco Bezerra. The TV commercial was directed by Novemba at Academy Films.
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