Specsavers conducts eye exam campaign
By Derek Winkler
Eyecare and eyewear company Specsavers Canada has begun a marketing campaign called “Mispronounce” that encourages consumers, especially those over the age of 45, to get an eye exam. The campaign, developed in-house, features astronaut Chris Hadfield assisting consumers with the pronounciation of the name of an eye test, optical coherence tomography. He concludes with the copy, “It’s not rocket science.” The effort consists of broadcast and connected television commercials, online video, out-of-home ads, radio, digital ads and social media ads, as well as content marketing with The Globe & Mail. Media work is being handled by Media Experts, with public relations by FleishmanHillard HighRoad.
“Our new partnership with Canadian icon Col. Chris Hadfield marks a major milestone for Specsavers in Canada,” said Catherine Walsh, marketing director at Specsavers Canada. “Our purpose of changing lives through better sight is the foundation of the campaign and partnership. Not only is Col. Hadfield the first Canadian to walk in space, he’s beloved and highly respected by Canadians of all ages. His authenticity and passion for eye health will help Specsavers to encourage everyone to take care of their eyes, while delivering the message with the signature Specsavers wit and human tone of voice.”