Specsavers Unveils a Whimsical OOH Campaign
Specsavers has launched a targeted small format OOH campaign via TBWA\Melbourne that amplifies the wit and humour of the brand in ambient OOH media across Australia and New Zealand.
Designed to entertain comedy festival attendees, this campaign features sight and hearing related jokes that cleverly twist classic humor while bringing the brand’s tagline ‘Should’ve gone to Specsavers’ to life.
Funny Scenarios
The campaign focuses on amusing scenarios that could arise when someone hasn’t had their hearing or eyesight checked. Here are some of the jokes featured:
- A man walks into a bar…. “Ouch”. Should’ve gone to Specsavers.
- Why did the chicken cross the road? What chicken? Should’ve gone to Specsavers.
- Knock, knock. Knock, knock knock. KNOCK, KNOCK, KNOCK, KNOCK! Should’ve gone to Specsavers Audiology.
Marketing Insights
Anri McHugh, Head of Marketing, Awareness & Consideration, Specsavers, expressed excitement about bringing laughter to comedy fans outside the shows. The OOH creative will be placed alongside comedy act posters, delivering the brand message in a fresh and playful manner. McHugh emphasized the campaign's role as a humorous yet gentle reminder for Aussies and Kiwis of all ages to take care of their eye and hearing health.
Steph Barr, Head of Audiology Marketing, noted, “There’s nothing less funny than having to explain a joke. This campaign is a delightfully witty and contextually relevant reminder that being able to hear clearly helps you get the most out of every moment, including the punchline.”
Creative Director Stephanie Gwee from TBWA Melbourne shared the challenges of writing jokes for national comedy festivals, but they leaned into Specsavers’ well-loved brand of observational humour to create engaging content.
Stefanie Crisafi, Group Client Director at EssenceMediacom, reflected on the successful execution of the campaign, highlighting the seamless collaboration between the agency and marketing team to capture the culturally relevant moment and effectively communicate the ‘Should’ve gone to Specsavers’ message.
The campaign is currently live on small format sites and will coincide with comedy festivals in Melbourne, Sydney, Brisbane, and Auckland throughout April and May.
Creative Agency: TBWA\Melbourne
Media Agency: EssenceMediacom
Specsavers Team: Jane Hoban, Shaun Briggs, Anri McHugh, Steph Barr
Images: Apparition media
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