Specsavers has experienced rapid growth since their launch in Australia 4 years ago. One of our ongoing objectives is to continue to build likeability of the brand, therefore building consumer trust. As a result Specsavers tasked McCann to find a way to bring ‘Should’ve gone to Specsavers’ to life in an unexpected way.
We created exaggerated scenarios to get attention and make our point in busy outdoor environments where people could potentially mistake outdoor media with other objects.
The end result was a series of a series of three bus shelter posters, each printed to look like there was someone on the other side who’d mistaken the bus shelter for another similarly-shaped object in the city: specifically a cash machine, a door and a vending machine.
The way the idea was integrated into the actual media placements was integral in bringing the scenarios to life. Careful selection of the outdoor sites to enable the surrounding environment to strengthen the idea was vital and enabled the campaign to be executed with maximum realism.