Specsavers is the UK’s leading optician with 17.3m customers and became title sponsor of English Test Cricket in 2018 for the Specsavers Test Series against India. Identifying cricket as a core passion for the ‘40+ year old male’ audience that Specsavers want to target, we brokered a partnership with the ECB that gave the brand the perfect platform to raise awareness of the importance of eye health and help generate eye test bookings.
To bring the sponsorhip to life, our team developed a creative concept by finding the sweet spot between the sport and brand through the positioning ‘The Test Experts' - a simple and powerful message that captures the brands wit and serious health message in unison. The campaign itself was focussed on digital and experiential to encourage engagement amongst fans including:
- The #Shouldve Test Series – a mini-video series on ECB and Specsavers channels with incentives to drive data capture and eye test bookings
- The Ultimate Test Experience – a competition to win tickets and lunch with David ‘Bumble’ Lloyd at the Oval Test
- In-ground activation featuring the Specsavers Fielding Test (a fun cricket fielding test based on hand-eye coordination) and the #Shouldve Fielding Test (a fielding test on the pitch for a chance to win £5k during the lunch break) to enhance the fan experience and capture leads
- A PR campaign to position the Test Experts in key media titles reaching over 11m adults in the UK from the launch alone
The campaign achieved over 4.7m video views and reached 63% of UK adults through July and August 2018. It also boosted the brand. helping them achieve a 51% consideration rate, and, from the 11.7k new leads captured, created 666 sales opportunities converted from ‘web prospects’.