Luxottica: Penny the Pirate
Saatchi & Saatchi Sydney
What were the objectives for the creative work?
Vision care is a low-involvement category, where consumers are generally satisfied with the quality of what they're already getting – it's good enough. OPSM, as the premium player facing an aggressive low-price competitor in Specsavers, had to change this dynamic to justify its prices.
Clayton Christensen in The Innovators Solution1 tells us that sustaining innovations (i.e. building a better mousetrap) is not an effective strategy in these situations, as consumers see no value in the added benefit. Therefore, advertising alone...