I Don’t Go to Specsavers: how subverting an iconic idea supercharged growth
Summary: For a brand as big as Specsavers, incremental growth is hard, particularly when 33% of UK glasses-wearers reject the brand.
Insight uncovered that once Rejectors were aware of Specsavers’ Home Visits –a service designed for the few who found it difficult to come into store– they were more likely to consider Specsavers.
This insight gave birth to ‘I Don’t Go’, a seemingly illogical campaign subverting the iconic ‘Should’ve Gone to Specsavers’ idea.
The campaign reduced brand Rejectors to 26%, convincing 582,000 people to have an eyetest, an ROI of 3.6:1
Lead Agency(s): Specsavers Creative, MG OMD
Client / Brand: Specsavers
#TakeYourMomToMamo
Summary: In Romania, where 70% of women over 50 have never had a mammogram, Regina Maria sparked a cultural disruption. By transforming dreaded mammograms into an act of love, we enabled daughters to gift unused screenings to their mothers for the first time. It wasn’t just about health; it was about unlocking the mother-daughter bond. Through AI-powered mammograms and a heart-wrenching film imagining a future saved by early detection Regina Maria achieved 70% organic reach, one donation every 10 minutes, and a 74% rise in screenings.
Lead Agency(s): Punk Agency
Contributing Agency(s): Mccann Health Brain & Heart, Bad
Habits, MEDIA-TIQUE
Client / Brand: REGINA MARIA
