Spikes Asia

The Error Ridden Ad

CUMMINS & PARTNERS, Melbourne / SPECSAVERS / 2018

Awards:

1 Shortlisted Spikes Asia
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Case Film
Presentation Image
Case Film
Case Film
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Overview

Entries

Credits

Overview

Background

Regular eye checks are an essential part of the healthcare routines for people of all ages because vision is a constantly changing aspect of our lives. Changes to eye health can happen gradually, but a regular eye test can help detect problems at an early stage, reducing the risk of permanent damage to your eyes.

Despite this, optometrists in Australia and New Zealand had a real problem motivating people to get a regular eye test, a task that was seen as time-consuming and intrusive. Many people were ignoring, or unaware, of any problems with their vision.

So we had to come up with an easy and entertaining way to get people thinking about their vision.

Execution

This campaign ran over 4 weeks, starting with the release of the TV commercial in both Australia and New Zealand on all major stations and catch up TV. Viewers were then directed to another edit placed on a microsite that allowed repeat viewing and provided the entry location for our competition. Viewers were also able to easily book an eye test online.

Yet another edit was placed on Facebook so that people could share errors they found with others in the comment section. Users who commented that they were struggling to spot any errors were sent a link to book a Specsavers eye test online.

Hint and clue videos were released on social media in weeks 2 and 3 to point out errors many people were missing, encouraging them to look again.

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