Vision Express: Mole vs. mountain – how Marvin the Mole helped Vision Express evolve to take on the supremacy of Specsavers

Vision Express, the UK optician, redeveloped its brand around trust with a video-first campaign, challenging the market leader and achieving a ROI of 7.2.

Summary

Vision Express had long been overshadowed by our bigger, bolder, louder competitor: Specsavers.

We weren't able to match their gargantuan media budget, so we had to evolve our brand and our campaign to challenge their dominance in innovative ways.

Amongst the problems of the pandemic, we spotted an opportunity to answer customer needs and deposition Specsavers by focusing on something we thought their campaign hadn't: trust.

We rebuilt our brand around trustworthy, expert service and value-added benefits to create a truly competitive new brand promise: 'see more for less.'

And we made every pound we spent on it count...

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