Client: Manning Gottlieb
Project: More Important Than
never.no partnered with media agency Manning Gottlieb and Specsavers to deliver an award-winning innovative TV advertising campaign that ran across multiple UK networks.
The TV ads were part of the wider ‘More Important Than’ multi-channel campaign, conceived and executed by Specsavers’ in-house creative team, to raise awareness of the importance of eye health.
In response to RNIB research that over 50% of sight loss is avoidable, Specsavers’ message asked people to question the importance of an eye test compared to trivial news and TV gossip. The addressable advertising messaging was targeted to audiences around specific show content and trending news.
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.
The ‘More important than…’ ads were a mix of contextual one liners such as ‘…who picks up the tab?’ during First Dates, as well as dynamic ads reactive to the day’s news. In total, over 35 spots aired across ITV, Channel 4 and Sky channels during National Eye Health Week.
This new direction for Specsavers focussed on being fresh and relevant while delivering a coherent message and campaign across multiple touchpoints.
“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)
never.no partnered with Group IMD to deliver multiple ad variations to stations within minutes. Using IMD Cloud enabled rapid and reliable distribution, a crucial requirement for dynamic ad versioning. For clearance of the spots, we worked with Clearcast to approve campaign elements in advance and each day throughout the campaign for quick turnaround.
Simon Cox, CEO of Group IMD said: “We’re excited to partner with never.no, combining our leading technologies to enable innovative, more effective advertising campaigns for agencies and advertisers”.
Scott Davies, CEO of never.no said “This was a truly great example of dynamic and addressable 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”.
We’re delighted to be listed amongst the big winners in the Campaign Media Awards for our work with MGOMD and Specsavers for ‘More Important Than’. 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.
Update 2:A huge congratulations to Manning Gottlieb OMD taking home the award for 'Best Use of TV Innovation' at the Thinkbox TV Planning Awards.