Specsavers - Integrated

To promote Specsavers' new offer of kids getting two pairs of glasses for free, we came up with an idea to showcase the different and strange ways kids lose their glasses, so they’d need two pairs. The climax of which was a child sending their teddy bear into space wearing their frames. The advert was shot by UK top 10 director Simon Ratigan in Barcelona.

For online, we broke the campaign into two parts: pre-launch and post-launch.

A short film of the teddy bear being sent into space was used for the pre-launch activity.

We took the space flight footage and made it into short engaging video trailers.
These were posted on Facebook and Twitter with the hashtag #TeddyInSpace.

We wanted to create some awareness around the fact that there was a new TV ad and to create some buzz and anticipation, as the trailers themselves didn’t give the game away.

Here are the teasers:

For post-launch we ran the TV spot and pushed users through to a landing page which fully focused on the offer and had a clear creative link back to the TV ad.

Showcasing the frames on teddies was a nice way of getting across how good the offer was. But it still made it fun and relevant to the overriding campaign.

The offer was incredibly popular as well.

Here's some BTS stuff:

But despite all the cuteness, there were unfortunately some complaints! We had a number of mothers of little girls and boys who were worried about the safety of Jerrie The Bear, having watched her float off into space. So we created a couple of tweets to show that she was safely back on earth with customised messages for the concerned children in question:

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