THE ERROR RIDDEN AD

TitleTHE ERROR RIDDEN AD
ClientSPECSAVERS
Product / ServiceSPECSAVERS EYE TEST
CategoryA03. Healthcare
EntrantCUMMINS & PARTNERS Melbourne, AUSTRALIA
Idea Creation CUMMINS & PARTNERS Melbourne, AUSTRALIA
Production SCOUNDREL Sydney, AUSTRALIA

The Campaign

People didn't want to go to an optometrist to test their vision, so we decided to bring the eye test to them, by putting it somewhere people stare at every day - TV screens. We found that people love testing their visual prowess when it comes to spotting errors in movies and shows, so we turned a 30-second commercial into a visual game by putting over 15 errors within it, creating the first ad that tests your sight as you watch. At the end of the commercial people were encouraged to spot the errors for a chance to win a cash prize. They were also directed to a microsite where they could continue to watch the commercial on repeat. If they couldn’t spot any or had trouble, they were given a simple solution - book an eye test online with the professionals.

The Brief

This information is confidential.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

In total, over 3 million Australians and New Zealanders viewed the eye test on TV and online. The video was shared and viewed worldwide. Our 30-second video was placed on a microsite, with an average view time of four minutes, demonstrating high engagement. We created an ad people actually wanted to watch on repeat. Eye test bookings increased by 12%, showing a noticeable increase in awareness.

Explain why the method of promotion was most relevant to the product or service

Based on the insight that people view eye tests as time-consuming and intrusive, we gamified a commercial to test people’s vision in a fun, accessible, and interactive way. Increasingly, entertainment is being consumed via dual screening. We used this trend to our advantage, transforming a traditional TV commercial into an interactive game that took people from traditional to digital media, seamlessly.

The target audience was anyone who could be experiencing vision loss but wasn’t having a regular eye test. This happened to cover most people in Australia and New Zealand, with a majority of those people being over 40 and more likely to experience eye health issues due to their age. Approach: Remove the hassle and invasiveness people feel when receiving an eye test. An eye test isn't an enjoyable activity, but people do enjoy watching Specsavers’ 'Should've gone to Specsavers' commercials, which take a humorous look at the situations people get themselves into due to poor eyesight. We used the already familiar element of 'Should've moments' as a way for people to check their vision in a fun and interactive way.

Credits

Name Company Position
Sean Cummins Cummins&Partners Global CEO
Chris Ellis Cummins&Partners Creative Director
Wendy Mace Cummins&Partners Creative Director
Michelle Canning Cummins&Partners Copywriter
Ben Horewood Cummins&Partners Art Director
Aaron Lipson Cummins&Partners Art Director
Chris Moore Cummins&Partners Head of TV
Carol Sinclair Cummins&Partners Producer
Marnie McKenzie Cummins&Partners Group Account Director
Kyle Berns Cummins&Partners Senior Account Director
Christina Meurer Cummins&Partners Senior Account Manager
Dominique Grainger Cummins&Partners Account Manager
Tim Bullock Scoundrel Director
Adrian Shapiro Scoundrel Executive Producer
Kate Gooden Scoundrel Producer
Freya Maddock The Butchery + The Refinery Producer
Martin Greer The Butchery + The Refinery Colourist
Eugene Richards The Butchery + The Refinery Online Artist
Brodie Mattner Risk Sound Producer
Dylan Stephens Risk Sound Engineer