Specsavers Promo, Case study THE TV BOOK CLUB by MEC London

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Industry Prescription Eyewear
Media Promo & PR, Case study
Market United Kingdom
Agency MEC London
Released June 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: SPECSAVERS
Product/Service: OPTICIANS
Date of First Appearance: Jun 27 2010
Entrant Company: MEC ACCESS, London, UNITED KINGDOM
Business Director: Amanda Winch (MEC Access)
Media placement: TV Advertiser Funded Programme - 18 Episodes: More4 And Channel 4, Integrated Title Sequences. - 27 June 2010
Media placement: TV Promotional Spots - Branded TV Promotional Spots On Channel 4 And More4 - 27 June 2010
Media placement: In-Store Support - Branded Stickers, POS And Magazines In UK Libraries And Book Stores - 27 June 2010
Media placement: Branded Accreditation On Supporting Publisher Activity - Integrated Logo Inclusion On London Underground Posters, Six-Sheet And 12-Sheets - 27 June 2010
Media placement: Back Of Book Advertising - A Full Page ‘back Of Book’ Specsavers Ad In All Print Runs Of 18 Book Club Title - 27 June 2010
Media placement: Online Support - Fully Branded Channel 4 Programme Site, On The Retail Site Plus Via Specsavers’ - 27 June 2010

Insights, Strategy & the Idea
The Specsavers target of upmarket older consumers didn’t believe a high street chain could provide the same quality of service as a local independent optician.

We identified spectacle wearing occasions for our target market of ABC1s aged 45 plus and zeroed in on the natural fit between reading and glasses.

Taking advantage of a growth in book clubs, our solution was branded content that would appeal to the ordinary reader, not the highbrow intellectual.

Real reads, featuring real people and a range of opinions built a long-term association between Specsavers and the need to wear glasses. Working alongside the production company, we created a TV programme that would not only appeal to viewers but build trust and perceptions of expertise for Specsavers.

We treated the branded content as a promotional platform and ruthlessly activated in multiple online and offline environments. Reading and Specsavers became synonymous for our target.

Creative Execution
We worked alongside the production company to create a programme for people with a passion for books and designed to build trust for Specsavers.

For the first-time, Specsavers’ TV Book Club put ordinary readers in the driving seat as part of an open, inclusive forum. We featured local book clubs, getting them to review the same titles as the studio guests and demonstrating that everyone had a valid opinion.

Eighteen episodes of the 24-minute show were broadcast on Channel 4/More4 and backed up by branded messages in bookstores, libraries and via digital channels such as websites and social media.

Every title featured on the show was also cross-promoted in store with Specsavers branding.

Results and Effectiveness
Specsavers’ TV Book Club pulled in 7 million viewers, 1.6 million of them in our target group. It became the biggest book club property on UK TV

More than 1.5 million books were stickered with Specsavers branding and more than 700,000 branded books were sold – providing a long-term reminder of our platform.

Brand scores improved massively. Up 8 points for “Are experts in their field” and up 7 points for “Is a brand I would recommend”

Specsavers’ TV Book Club returns this year for a new 18-part series.