Dig For Fire case study
Client: Vision Express
Marketing Campaign: “Whoops, somebody needs an eye test”
Timescale: Three months
Deliver a high profile campaign to make Vision Express and its eye exam famous. The Dig For Fire PR team was asked to raise awareness of the need for regular eye exams and position Vision Express as a professional provider of these
Must haves were:
1. Make Vision Express famous
2. Impact on behaviour
3. Increase word of mouth
- Position Vision Express as a leading source of optical based news
- Create increased awareness and coverage for the brand
To generate attention online:
- Shake up the middle ground and break away from convention.
- Encourage a younger audience to talk about Vision Express
- Set the scene on-line to complement all planned ‘offline’ activity
Offline – seizing the initiative:
- Use unconventional, outdoor ‘events’ to tell the story
- Partner with a credible third party organisation to reinforce the eye test message
- Launch the campaign to the national media
- Ensure that all age groups are targeted
Dig For Fire created the microsite whoopseyetest.com to launch the campaign.
Linked to the eye test booking facility at the Vision Express website, whoopseyetest.com introduced the Whoops campaign.
It hosted a fun and quirky film, encouraging the audience to send the film onto a friend and win money by sending in their own ‘whoops’ films.
The campaign also used a banner ad to direct traffic from the Vision Express site to the less conventional whoopseyetest.com site.
Dig For Fire negotiated a third-party link up with the RAC and research was commissioned to identify the dangers associated with driving and poor eye sight.
Following analysis of the results a news story was created around the fact that 28 per cent of people aged 20-29 admit they have problems reading street and road signs.
In order to generate impact off-line and create a visual shock tactic Dig For Fire set up a fake car crash at the Nottingham Vision Express branch. The scene was set to look as if a car had skidded off the road and into the shop window.
To create greater message retention, a 3D 96-sheet was displayed at the prime London location of Vauxhall Cross, to give the illusion that a car had crashed through the billboard, again highlighting the importance of having clear vision whilst driving.
A creative press pack was designed which included the news story about the car crash, survey results on young drivers, news on Brits struggling with their eyesight at work, information on what an eye test really involves and healthy eye tips from Vision Express optometrists.
This press pack was sent to all national newspapers, magazines and broadcast outlets.
Results and evaluation
Securing definitive coverage on the basis that the campaign focused on a hard news story Dig For Fire worked with the BBC who reported the results extensively across its TV and radio news bulletins.
Coverage was achieved with:
BBC Radio 1
BBC Radio 2
BBC Radio 4
Radio Five Live
BBC News 24
All other media were targeted with the campaign separately generating additional results and creating a further drive for word of mouth coverage.
Print coverage generated included:
Nottingham Evening Post
Manchester Evening News
Eastwood and Kimberley Advertiser
Chronicle and Echo
On-line coverage achieved included:
Optometry Today On-line
World Entertainment News Network
Injury Watch On-Line
Mumsnet On-line blog
Cycling Plus On-line blog
The total audience reach for the campaign was calculated at 21,506,424 reporting an overall PR value of £1,434,677.
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