Specsavers Launches First Integrated Marketing Campaign in Canada
Thursday, January 27 2022 | 08 h 45 min | News, Press Release
Specsavers have launched its first integrated marketing campaign in Canada, entitled ‘That’s Specsavers Love’.
The 45-second TV spot has a tongue-in-cheek approach, that turns common phrases about eyes into unexpected clinical statements using a sensual background music and a 1970s style voice-over.
The spot doesn’t fail to also communicate the company’s value-driven eyewear positioning with explicit price promotion. Television media is complemented with print, digital, social media, public relations, and a partnership with the Vancouver Canucks.
“We are thrilled to show Canadians what Specsavers is all about – the campaign perfectly reflects why Specsavers has become a household name and a market leader in the 10 other countries we operate in,” said Catherine Walsh, Director of Marketing, Specsavers Canada. “Another example of the standout Specsavers marketing the brand is appreciated for in many countries, this campaign reflects our promise of inclusive, expert eye care and stylish value-driven eyewear – all with a human touch and prioritizing communities around each individual Specsavers location. That’s Specsavers Love.”
The first wave of the integrated marketing campaign will run for a three month period from January 24 to April 30, 2022 in British Columbia.
The campaign includes 15, 30 and 45-second videos across social media and television, a 30-second spot on radio, as well as print ads. ‘That’s Specsavers Love’ campaign will also come to life through in-store signage, digital banners, organic social media content and public relations.
In addition, to support the company’s marketing efforts, it has partnered with the Vancouver Canucks on TV spots on Sportsnet Pacific, billboard animation and a Closer Look integration tapping into an element of the game that commands a second look.
The campaign will run in other markets in Canada as Specsavers enters new provinces.