Specsavers: Geofenced mobile targeting

This case study describes a campaign by Specsavers, the UK-based optical retailers, which used geofenced mobile targeting to deliver a special offer.

Specsavers: Geofenced mobile targeting

Manning Gottlieb OMD

The team

Chris Andrews, Mark Brennan, Tim Langlois.

Other contributor:

Mobile5 – Creative build.

How did the campaign make a difference?

Hyper-localised mobile media and technology used a discreet, personal channel to trigger consideration of eye tests, so that consumers could act instantly. There were 15,000 redemptions in four weeks, leading to a total of £819,000 in sales in six weeks. This drove an incredible ROI of 12:1.

What details of the strategy make this a winning entry?

Specsavers faced a number of challenges: 1) consumers usually neglect sight tests and check their...

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