Specsavers: Dom Joly

Key Points

• Client: Specsavers
• Agency Partner: Tangerine
• Project: Presbyopia Awareness Campaign Featuring Dom Joly
• Location: Didsbury, Manchester, UK
• Time Frame: November 2021

The Challenge

Presbyopia, an age-related condition affecting near vision, is widely under-recognized, with only 17% of individuals over 40 aware of it. Specsavers aimed to change that by creating a campaign that combined humour and health messaging to encourage eye tests. Tangerine led the campaign strategy and creative vision, while we supported them on the filmmaking and production execution of the project.

The Plan

Tangerine’s concept featured comedian Dom Joly, known for his "Trigger Happy TV" sketches, particularly his big phone gag. This time, the oversized phone was humorously positioned as a necessity for someone struggling with presbyopia.

With a pre-agreed 8-hour filming window with Dom Joly, efficiency was paramount. To ensure success, we:

• Collaborated on Workshops and Location Scouting: Over two days in Didsbury, we worked closely with Tangerine to scout locations, refine sketch ideas, and plan logistics.
• Developed a Detailed Shoot Plan: We mapped out camera setups, including hidden placements for authentic public reactions. A specialised van with polarized windows enabled discreet filming.
• Engaged a Team of Runners: To comply with permissions and ensure the campaign was legally sound, we deployed a team of runners to approach individuals caught on camera, obtaining their consent to appear in the campaign.
• Executed the Plan with Precision: On the filming day, we adhered to a tightly managed schedule to maximize the 8-hour shoot with Dom Joly. A second day was reserved for voiceover recording to ensure the highest production standards.

The Results

The campaign was a resounding success:

• Reach: 2.4 million
• Interactions: 52.6K
• Video Views: 1.4 million
• Visits to Specsavers’ Presbyopia Webpage: Increased by 52%
• Positive Brand Sentiment: Rose by 25%

Helen Gradwell, Creative Lead at Tangerine, praised the collaboration, stating, “Eight Engines felt like an extension of our team. Their expertise and commitment ensured we brought this ambitious campaign to life flawlessly.”

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