TAKE ME, READ ME, LEAVE ME by BMF Australia for OPSM

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TAKE ME, READ ME, LEAVE ME

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Industry Prescription Eyewear
Media Direct marketing
Market Australia
Agency BMF Australia
Art Director Jj Winlove
Copywriter Keith Cox
Digital Creative Director Fred Haas
Released July 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: OPSM EYE CARE
Product/Service: EYE TEST
Agency: BMF
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA
Executive Creative Director, DM: Dylan Taylor (BMF)
Digital Creative Director: Fred Haas (BMF)
Digital Planning Director: Aaron Michie (BMF)
Art Director: JJ Winlove (BMF)
Copywriter: Keith Cox (BMF)
Group Account Director: Rebecca Morton (BMF)
Account Director: Astrid Jones (BMF)
Business Director Brand Activations: Kate Savage (BMF)
Digital Producer: Josh Akmens (BMF)
Technical Lead: Daniel Christos (BMF)
Interactive Designer: Michael Widgery (BMF)
Traffic Manager: Jayde Paki (BMF)
Production Manager: Alex Macarthur (BMF)
Graphic Artist: Phil Banks (BMF)
Media placement: Ambient - Placement In 4000 Free Books - 1 July 2009
Media placement: Online - Facebook And Dedicated Website - 1 July 2009

Describe the brief/objective of the direct campaign.
There are an estimated 2.6 million people in Australia with vision problems who haven’t taken an eye test. One of the first things people notice when their eyesight deteriorates is that they start to have difficulty with everyday reading. Yet, many are reluctant to do anything about it. This presented a great opportunity for OPSM, Australia’s leading eyecare brand, to engage with this audience and become the brand of choice for eye tests. Our target audience was essentially anyone with deteriorating eyesight – whatever their age. The objective was to drive eye tests and glasses purchase.

Explain why the creative execution was relevant to the product or service.
The written word is pivotal to all our lives. From magazines to road signs, the internet to food recipes, we can’t function if we can’t read. As an eyewear provider, OPSM is instrumental in ensuring that people can continue to live their lives without constantly straining their eyes. We tapped into this insight and applied it across a popular pastime in an engaging and original manner that worked outside the traditional media environment. In doing so, we created a positive perception for the OPSM brand which set them apart from other eyewear providers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Even though our insight was about the frustration caused by everyday reading, we wanted the campaign to be inspirational and celebratory rather than negative. So the book tracker concept enabled people to share their love of books, while still reminding them of the core issue: they really needed to get an eye test. Inside each of the 4,000 free books we handed out was a sticker which gently reminded people that they shouldn’t let their eyes stop them from reading and a call to action to go into OPSM for an eye test.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response to the campaign has been overwhelmingly positive in many ways. The books have found their way around Australia and even around the world. Comments on the dedicated Facebook page show that the idea has been enthusiastically embraced. And for OPSM, this has helped create positive sentiment for the brand. Before the campaign ran, sales were down 6% on 2008. After 4 weeks of the campaign, sales were up 4% on 2009 for the same period. During these first 4 weeks, 84,726 eye test appointments were made.