Case Study – Specsavers

More Important Than

To promote the importance of regular sight tests for maintaining and protecting eye health. Specsavers launched a tactical digital OOH campaign ahead of National Eye Health Week.


The ‘More Important Than’ campaign used topical one liners that reacted to some of the more trivial news stories, TV gossip, what was trending, and remarks that regular eye tests really matter. The campaign was managed and delivered through OpenLoop, which instantly updated the copy, targeting digital billboards at a National and City level. It was created in-house by Specsavers Creative and produced by Grand Visual.


“This is a new direction for us and a renewed focus on being fresh and topical while focusing on a coherent campaign that delivers across all of the digital touchpoints. By piggy backing off the current news and gossip we can deliver a targeted and engaging campaign with local relevance to make sure our important message for maintaining eye health cuts through.”

– Graham Daldry, Creative Director at Specsavers