We’re delighted to be listed amongst the big winners in the Campaign Media Awards for our work with OMD and Specsavers on the innovative campaign ‘More Important Than’.
never.no delivered, with ad trafficking partners Group IMD, over 40 TV spots to multiple networks across the UK during National Eye Health Week, as part of the wider multi-channel campaign.
never.no worked with the Specsavers creative team for the production of the TV campaign which included QC, delivery and clearance of ads. In addition to contextually-relevant ads, dynamic ads reactive to the day’s news were created on the fly to immediately deliver and clear for air that evening.
“Bringing ‘More Important Than’ to life in a TV environment was the most ambitious and challenging aspect of our campaign. The prospect of delivering reactive copy on a daily basis across major broadcasters would have been extremely challenging logistically. However, working in partnership with never.no and MGOMD we were able to deliver TV copy within hours of transmission, knowing it would be Clearcast approved and delivered in time. never.no were instrumental in helping us achieve the full potential of the campaign.” Sarah Marquis (Marketing Category Owner, Health & Expertise, Specsavers)
Scott Davies, CEO of never.no said “This was a truly great example of dynamic TV advertising at its best. Using never.no’s Video Rendering platform ‘STORY’ and our unique tie-ins with Group IMD and Clearcast for fast daily delivery & clearance, we were able to work closely with the creative agency/brand to delivery multiple versions of the campaign that responded to daily events that made each Ad more relevant and more targeted to the audience”.
The integrated campaign was a huge success resulting in ad awareness for the campaign being 16% greater than the previous eye-health campaign, and 15,000 more eyes were tested during the campaign versus the previous year. New customers accounted for 18% of sight tests during the campaign period.
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