Specsavers sounds the alarm in playful marketing campaign via TBWA\Melbourne

Specsavers has launched a new trade marketing campaign via TBWA\Melbourne, that dials up the wit and humour of the brand to remind Aussies not to snooze on claiming their health fund offer before limits reset at the end of the calendar year.

 

Launched just in time for the festive countdown, the campaign’s creative idea— inspired by the tongue-in-cheek phrase “You snooze, you lose”—opens with the ring, ring, ring of a green alarm clock, the hero symbol of urgency in the ad. A bleary-eyed man opens his eyes, squints, and reaches for the bedside table, trying to find his glasses as the alarm continues to ring. He gives up on his search and eventually tries to hit the snooze button, but when he reaches around, he mistakes his partner’s space buns for the top of the alarm clock and gently taps her on the head… Um, should’ve gone to Specsavers.

While a lot of end-of-year ads focus on being festive, we wanted to cut through the Christmas messaging – disrupting in a way that would resonate with everyday Aussies while using Specsavers’ iconic sense of humour.

Says Stephanie Gwee, creative director, TBWA\Australia: “Inspired by the tongue-in-cheek phrase ‘You snooze, you lose,’ where we landed creatively balances that playfulness with letting people know that life always goes a bit smoother when you don’t snooze the important stuff, like getting in early to avoid the rush at Specsavers to get your eyes tested and choose your new glasses.”

Says Samantha Ferreri, head of trade & activation marketing, Specsavers ANZ: “As the year wraps up, Australians are busy ticking off their to-do lists. Specsavers is here to make sure eye health doesn’t get overlooked in the rush. ‘Snooze you lose’ achieves this by using our witty tone of voice.”

Launching today, December 2, the integrated, data-driven campaign will run until December 31 across TV, radio, OOH, digital, social, and in-store touchpoints.

EssenceMediacom managed all media planning and buying for the campaign.

Says Stefanie Crisafi, group client director from EssenceMediacom: “We know that many people tend to leave important tasks until the last minute, so our objective was to encourage customers to head into Specsavers early to get their eyes tested and choose their new glasses ahead of the end-of-year rush. We adopted a data-led, omni-channel approach to raise awareness of our motivating trade offer amongst those with private health insurance, whilst incorporating engaging formats to bring the ‘You snooze, you lose’ message to life in a playful way.”

Creative Agency: TBWA\Melbourne
Media Agency: EssenceMediacom

Specsavers ANZ:
Shaun Briggs, Director of Marketing Customer Attraction
Samantha Ferreri, Head of Trade & Activation Marketing
Elizabeth Hoffman, Senior Manager Trade & Activation
Dennis Dostal, Marketing Manager Trade & Activation

 

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