|Title||THE ERROR RIDDEN AD|
|Product / Service||SPECSAVERS EYE TEST|
|Category||C04. Competitions & Promotional Games|
|Entrant||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Idea Creation||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Production||SCOUNDREL Sydney, AUSTRALIA|
|Sean Cummins||Cummins&Partners||Global CEO|
|Chris Ellis||Cummins&Partners||Creative Director|
|Wendy Mace||Cummins&Partners||Creative Director|
|Ben Horewood||Cummins&Partners||Art Director|
|Aaron Lipson||Cummins&Partners||Art Director|
|Chris Moore||Cummins&Partners||Head of TV|
|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|
|Adrian Shapiro||Scoundrel||Executive 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|
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.
This information is confidential.
This campaign ran over 4 weeks, with a new cash prize up for grabs each week. It started 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.
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.
Based on the insight that people view eye tests as time-consuming and intrusive, we found a way to test people's eyesight in a way that was so entertaining and accessible that people went out of their way to do it over and over again. Increasingly, entertainment is consumed via dual screening. We used this to our advantage, transforming a traditional TV commercial into an interactive game that took people from traditional to digital media seamlessly by providing them with an opportunity to win a cash prize.
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.