Specsavers opticians wanted to boost sales amongst fashion-conscious men in Scotland–an area where they were losing out to rivals. We need to establish a key point of difference and an emotional bond with the target audience, to increase brand awareness and perception in line with the company’s light-hearted and humorous marketing activities.

PR Value for the launch was worth £700,000, reaching 20% of the UK population, including all Scottish media. The deal was even the subject of a question on the popular current affairs quiz-‘Have I Got News For You’.Crucially, sales leapt 22% immediately after the launch, and growth was sustained throughout the football season.

Visual branding on all match officials’ sleeves generated impressive levels of exposure at all televised matches, showing the brand as being authoritative, unbiased and respected–Scottish referees are regarded by FIFA as amongst the best in the world. BBC Scotland produced a trailer to promote their football coverage and focused entirely on the referees, showing the Specsavers’ branding very prominently. Specsavers helped bring humour back to the sport.

The main connection point for the target audience was during the matches themselves–either at the grounds or on television. Matchday programme advertising reinforced the sponsorship message and the shirt branding gave good levels of branded TV exposure. Individual stores also backed the sponsorship, with referees opening new stores and being offered free eye tests.Fans appeared fully supportive and engaged, with chants of ‘Get your eyes tested, Ref!’ replacing the previous distasteful remarks!

Football is the most popular sport in Scotland, with 55% of men interested (49% national average). Football fans have always made the association between referees and short-sightedness with various amusing chants. In 2001, FIFA lifted its ban on commercial sponsorship of match officials providing Specsavers with an exclusive and innovative opportunity. The humorous and synergistic link for an optical retailer sponsoring football referees complemented current marketing communications and provided excellent potential to engage football fans. A four year deal was signed to sponsor all match officials in Scotland, providing branding at every domestic match. The money generated was used by FIFA to recruit and train 300 new referees annually.