The Test Experts
As Official Test Partner of the England Cricket team during the Ashes in 2019, Specsavers wanted to make a splash during the sport’s most iconic series. The goal was to increase eye tests among ‘Adam’ -an imagined male aged 40-48 in denial about his declining eyesight.
What we did
With 1.7 million cricket fans in England aged 40+, and with an unrivaled summer of cricket occurring across the country, we had the perfect platform to speak to ‘Adam’ through Specsavers’ Ashes campaign. How? By entertaining, tempting and convincing.
We created ‘The Test Experts’ -a tongue in cheek strapline but with a serious brand message. We also showed Specsavers understood cricket, by changing brand colors to red on Ruth Strauss day and using ‘Should’ve Gone to Specsavers’ in our digital output to fans.
Strategic use of players appearances taking eye tests in-store, batting in blind cricket or modeling Specsavers products tempted fans to think about their own eye health too, by breaking down barriers using elite sportsmen.
And we capitalised digitally by comically engaging Ben Stokes’ playful tweet requesting ‘free glasses for life’ for Jack Leach after his memorable Headingley cameo.
National headlines and column inches devoted to Specsavers’ partnership rolled in, whilst spectators mimicked Jack Leach by dressing up in glasses and Specsavers branded t-shirt.
The campaign had captured the imagination of the nation and the industry too, winning the Communications Award at the prestigious Sport Industry Awards in 2019.
Increase in media coverage of the partnership
Increase in awareness of Specsavers as an expert optician
Increase in engagement on social