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Specsavers launches reactive digital OOH advertising campaign

Specsavers has launched a tactical digital out-of-home advertising campaign ahead of National Eye Health Week.


Specsavers launches reactive digital OOH advertising campaign

The ‘More important than’ campaign follows research from Royal National Institute of Blind People and Specsavers that found at least 50% of all sight loss is avoidable.

The campaign leads with topical one liners that react to more trivial news stories and TV gossip and aims to highlight that regular eye tests really matter. It will run predominantly on roadside and rail station screens across 12 UK cities until 25 September

Created in-house by Specsavers Creative and produced by Grand Visual, ‘More important than’ is a departure from Specsavers’ long running ‘Should’ve Gone to Specsavers’ concept. Instead, reactive, contextual and locally relevant copy lines pose suggestions like: “More important than leaking phones” and “More important than post-match handshakes”. The statements are followed by a call to action to book an eye test at

Graham Daldry, creative director at Specsavers, said: “This is a new direction for us and a renewed focus on being fresh and topical while focusing on a coherent campaign that delivers across all of the digital touchpoints. By piggy backing off the current news and gossip we can deliver a targeted and engaging campaign with local relevance to make sure our important message for maintaining eye health cuts through.”

The campaign is managed and delivered through QDOT’s OpenLoop digital OOH campaign management platform. Specsavers updates copy instantly through OpenLoop’s dashboard with the ability to target digital billboards at a National and City level. Planned and booked by Talon Outdoor and Manning Gottlieb OMD, the activity supports a broader campaign serving topical updates across print, digital, and social channels throughout the course of the day.

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