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...