Specsavers reactive marketing strategy was quick off the mark last night in reaction to the infamous Suarez biting incident.
"Topical humour has been a key feature of some of Specsavers' most memorable advertising in the past, and the Uruguay v Italy game provided the biggest talking point of the World Cup so far. The nation has had its interest piqued by the tournament and it offers an entertaining environment to build on our brand heritage, alongside keeping our brand awareness top of mind through the summer," said Tim Langlois, Digital Marketing Manager Specsavers.
"We have a 'prepared-readiness' approach for such moments, and after quick discussion with the client and in-house creative team it was decided that this incident hit the mark in terms of national interest, aligned with something outside of the ordinary which provided an ideal opportunity for a relevant SHGTS moment. Utilising social media, we are able to capitalise on the immediate discussion and can monitor interest in the topic in real time, allowing us to the extend the campaign based on the engagement it creates," added David Bratt, Business Director Manning Gottlieb OMD.view more - Creative
Categories: Eyecare, Beauty & Healthlbbonline.com, Wed, 25 Jun 2014 11:55:08 GMT