Pat delivers Specsavers' word

Brand:

Specsavers

Brand owner:

Specsavers Optical Group

Media agency:

Mediaedge:cia

Creative agency:

Specsavers Creative

The latest campaign for the brand first aired on 30 August and, in keeping with the brand’s theme of using classic children’s TV characters – Thunderbirds promoted the brand’s reactive lenses – the new campaign features Postman Pat.

The ad opens with Pat managing to break his glasses when he enters his van, and mayhem ensues when he makes error after error on his daily round, delivering a sack of vegetables instead of letters and driving through a stone wall.

Pat is subsequently given a ticket from a policeman, who remarks that he should have gone to Specsavers. The ad closes by reminding viewers that they can buy two pairs of glasses for the price of one at Specsavers, from just £75.

Thanks to the consistent level of advertising noise around the brand, Specsavers has a high buzz rating, typically registering at +8.

The new campaign has given the brand a further uplift in its buzz score, rising from +8 to +10 by 3 September.

Specsavers’ consistent marketing is also having an effect on the brand’s overall health.

The index score for Specsavers is steadily increasing over time, currently sitting at +15, up one point since June.

The increases to the brand’s overall index score have been boosted by Specsavers’ value-for-money scores, which have risen eight points since June and four points since the launch of the new campaign to peak at +23.

These figures suggest the advertising campaigns for Specsavers are not only being noticed, but are also changing how consumers view the brand.

With the brand’s value-for-money scores at their highest position since 2007, the discount glasses retailer must now ensure it can maintain these positive trends.

This article was first published on mediaweek.co.uk