Specsavers Opticians became the official sponsor of KNGF Guidedogs in 2008. We were tasked with using this alliance to make KNGF Guidedogs more relevant to a broader audience.

We let the visitors to Specsavers Opticians experience how it feels tobe visually handicapped, without any warning, by hiding a pair of sunglasses with completely dark lenses in the rack between the regular sunglasses. The price tag explained Specsavers'sponsorship of KNGF Guidedogs and gave the customer the opportunityto sponsor the charity as well. The promo was implemented at a total of 90 Specsavers Opticians stores throughout the Netherlands.

As the promotion ran in August almost 50% of the Specsavers clients experienced the special sunglasses and found out about the alliance in an impactful way. The promotion also got a lot of free media attention.

SpecSavers is the official sponsor of KNGF Guidedogs. We used the Specsavers store environment, which is focused on clear vision, to enable people to experience what it’s like to be visually handicapped.