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Specsavers meets Married at First Sight

Specsavers combined elements of Nine’s Married at First Sight with its own famous ‘Should have gone to Specsavers’ TVC format to develop an engaging and appealing integrated campaign.

The challenge

Specsavers stores had been closed during the pandemic. To reaffirm its market-leading position, the brand needed to go big from a brand perspective.

The execution

Married at First Sight provided the perfect platform to deliver scale, reach and engage Specsavers’ target audience by delivering the brand’s trademark humour via ‘Should have’ messaging. ​

“Nine was really easy to work with alongside AJF. They got there super quick to nail the creative direction, and allowed us to enter into production super-fast. The end result saw website traffic increase 7 per cent, an upside in organic search, and a really strong result from topline sales across 400 plus stores in Australia and New Zealand.”

Shaun Briggs
Head of Media, Specsavers

The results

Awareness of Specsavers’ free eye test increased 14 percentage points from 56 per cent to 70 per cent while consideration increased 4 percentage points versus pre-wave and 7 percentage points versus non-viewers of MAFS.

Perceptions of ​quality and trust also increased, up ​9 percentage points and 5 percentage points, respectively.

Source: Gemba Brand Health Study of MAFS 2021

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