The digerati have long bemoaned brands' penchant for tacking digital elements of a campaign on at the end. Specsavers did the exact opposite.
Specsavers has relaunched its e-commerce offering with a marketing push across digital, out-of-home, print and TV. All elements of the campaign were created by digital shop Visual Jazz Isobar, which won the business to relaunch the brand's online contact lenses portal late last year.
“What's interesting is we started from a digital point-of-view and moved outward [to traditional mediums],” Specsavers marketing director APAC Simon Hawkins told AdNews. “It's a different way around and highly relevant as it's very much an e-commerce proposition at the heart of it.”
The ad industry has often said brands and agencies need to prioritise digital executions at the beginning of a campaign brief along with other more traditional mediums.
Specsavers has had an e-commerce offering for the past year and Hawkins said the relaunch was timed because of new functionality on the website, which now boasts a refreshed look.
Hawkins said the brand had seen double digit growth on the site since its launch 12 months ago and there's been a trend in the past two years of contact lenses moving to online shopping for price and convenience.
He contended however, Specsavers has the whole package for customers who desired the convenience of online shopping and the in-store after-care service option which accompanies all e-commerce purchases.
Hawkins said in a statement: “VJI is a down-to-earth agency that has tackled our brand head on. In our comprehensive approach to the contacts launch and in such a highly competitive market, we need a partner that is creative but also flexible enough to move with industry developments and VJI have and been able to deliver consistently on all our requirements.”
VJI client services director Alistair Ward said in a statement: “Picking up full service work for Specsavers has been fantastic and we've really enjoyed building the full suite of assets for this important launch.”
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