Specsavers Free Varifocals out-of-home special builds are a sight for sore eyes

19 May, 2009


Specsavers Opticians are bringing their ‘free varifocals’ TV campaign to life across the UK with out-of-home special builds providing ‘real life’ examples of the destroyed billboards promoting the offer which featured in the TV creative.

The campaign, which is the first time Specsavers have used special build out-of-home formats, re-enacts the hilarious TV ad where posters announcing the ‘free varifocals’ deal from Specsavers are destroyed by rival opticians.

Tim Orton, Director of Marketing Planning at Specsavers says: “We endeavour to keep our advertising intriguing and so worked with our media agency to find ways of injecting extra elements into the current outdoor campaign. It has worked very well visually.”

The campaign was planned and booked by Mediaedge:CIA and out-of-home communications agency Kinetic, using Titan Outdoor billboards. The ‘destroyed billboard’ production and installation is by Hi-Rezz.

The 12 special build sites run nationally in key cities including London, Birmingham, Glasgow, Leeds, Manchester, Newcastle and Belfast. They follow a national 48-sheet and TV campaign that ran in April. The special build campaign will run in conjunction with a second burst of TV.

Commenting on the campaign, Andy Swan from Mediaedge:CIA said: “The special builds were an excellent opportunity for Specsavers to extend the reach and awareness of their TV campaign in a funny and eye-catching way.”

James Gardner at Kinetic said: “This campaign is a great example of out-of-home’s flexibility and creativity, and it works very well.”


For further information please contact:

Liz Ross Martyn 07806 640 303
liz.rossmartyn@kineticww.com  

Nick Mawditt 020 7544 4635
nick.mawditt@kineticww.com  

About Kinetic
Kinetic is the leading Out Of Home media agency that understands how to communicate with people on the move. Kinetic plans and buy all forms of media when your target audience is out of home. Kinetic, led by global CEO Eric Newnham, is 50% owned by the Kinetic management team and 50% owned by WPP. Kinetic delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Joule, Kinetic People, Kinetic Intelligence, Zone and Hi Resolution. Kinetic employs over 900 professionals across 42 offices including the UK and US. The agency has global billings of US$4.4 billion.
www.kineticww.com

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