The client wanted to generate buzz, excitement and interest across a broad range of audiences, so it chose a campaign across magazines and digital that delivered 30% more than the original target. Magazines were chosen as the primary channel, supported by digital activity. Prior to running the campaign, there was zero awareness of the new concept and MEC identified three key groups and titles that performed best against those audiences: Arena for 15 to 35-year-old men, Now and Heat for 15 to 35-year-old women and Yours and The Sunday Telegraph's Stella magazine for the over-50s.
A fake front cover ran in Now, devised in conjunction with the title, which opened into a gate fold illustrating different looks using various models and glasses. Bauer's Arena and Heat ran flip-book creatives, allowing readers to see how different frames looked on the same model by flipping the top half of the page across. A cross-platform partnership was developed with Stella magazine and its accompanying website, featuring Specsavers' Digital Mirror technology. The magazine ran four weekly editorial pieces, giving a masterclass in spectacles for every style issue.
From an initial base of zero, 40,000 users trialled Specsavers glasses using the Digital Mirror during the first month of launch, 30% over the target figure. More than 3,500 new in-store appointments were set. The editorial consistency between Stella and Specsavers also proved very successful and will be explored further in future campaigns.
Kevin Ayadassen, Group account director, Mediaedge:cia
This article was first published on mediaweek.co.uk