Specsavers begins new campaign
By Derek Winkler
Eyecare and eyewear company Specsavers Canada has begun a new advertising campaign to promote the addition of optical coherence tomography scans to its standard eye exams. The effort highlights the ways in which the scans can provide early detection of various eye conditions. The campaign includes a television commercial in which people mispronounce the name of the scan. It ends with a voiceover saying, “Not everyone can say it, but everyone can have it.” The campaign also makes use of radio, digital and out-of-home ads, as well as social media content and influencer activities. It was developed by the company’s in-house marketing unit, The Agency, with media work by Media Experts and public relations by FleishmanHillard HighRoad.
“Our goal with any campaign is to share our purpose of changing lives through better sight,” said Catherine Walsh, director of marketing at Specsavers Canada. “This campaign allows us to share an important message while also staying true to Specsavers signature wit. As a purpose-driven company, we are passionate about ending preventable vision loss and this is woven through everything we do, including our marketing strategy.”