Synsam Film SYNSAM OFFSIDE SPONSORSHIP by Starcom Stockholm

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Industry Prescription Eyewear
Media Film
Market Sweden
Agency Starcom Stockholm
Released June 2012


Cannes Lions 2012
Media Lions Best Use of Branded Content & Sponsorship Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: SYNSAM
Product/Service: GLASSES
Advertiser SYNSAM
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser/Client: SYNSAM
Product/Service: GLASSES
Entrant Company: STARCOM SWEDEN Stockholm, SWEDEN
Media Agency: STARCOM SWEDEN Stockholm, SWEDEN

CEO Starcom Sweden: Johan Sjökvist (Starcom Mediavest Group)
Linda Nordenson (Starcom Mediavest Group)
Ulrika Johansson (Starcom Mediavest Group)
Anna Fröberg Eriksson (Starcom Mediavest Group)
Maria Toften (Starcom Mediavest Group)
Wolfgang Guilding (Starcom Mediavest Group)
Martin Boheman (Starcom Mediavest Group)


Synsam and Starcom received a lot of positive attention from Synsam staff, industry colleagues and media owners. For this “media first” innovation TV4 Group received the greatest attention and appreciation by other advertisers, noticing the out of the box thinking.

Although the primary media vehicle Canal+ is a niche channel, we have noticed articles, blogs and comments that have picked up on the new phenomenon.

During the studied part of the premier league season (June-October) Synsam’s advertising awareness among men 25-59 increased by 30% (from 35% to 48%). Brand preference increased by 20% (from 31% to 37%).

Creative Execution

The immediate idea was to be seen around sport on TV. We raised the bar by looking for a context where Synsam could make a difference and to contribute to the sport experience, not just passively exist halftime or when a match is summarized.

In collaboration with TV4 Group and, Allsvenskan (the national premier league in soccer) we created our own media solution: Synsam presented the offside situation, the situation that requires the referee’s sharpest vision. During the broadcast, it is the offside breaks that are discussed the most and requires slow motion reruns, in order for experts and viewers to decide "was it offside or not?". Through our solution all premier league matches in Canal+ and TV4 Sport had offside replays presented by Synsam with the logo alongsidet the offside line,and viewers thus were assisted in acting as "couch referees".
For examples on how it looked during matches:

With a wide assortment of fashion oriented brands Synsam typically has no difficulties reaching female audiences. However, from research we know that men find it unnecessary to have eye examinations, especially to try out bifocals. They are not really interested and thus potential customers for low-price competitors which offer quick solutions.

The challenge for 2011 became to increase affinity among men around forty, when eyesight is deteriorating. We have to persuade them not to settle for reading glasses from the petrol station or the DIY store, but instead make them notice and actively choose Synsam for themselves. In order to do this we needed to reach men not just as a demographic group but involve them as part of a community. When analyzing different opportunities we decided on sports as an area where both engagement and community attachment was strong enough and where Synsam could add value and concrete help.