Watch above or read below.

Stephen Semple:
Today it’s actually a pretty interesting company because it’s still privately owned. No outside investment, no publicly traded, anything like that. And it’s a pretty big company. It’s in the UK, it’s in North America, it’s in Australia, and it’s a bunch of other places, and it’s called Specsavers. And it’s still family-owned and family-controlled by the Perkins. So I have no data.

Matthew Burns:
Yeah.

Stephen Semple:
However, I’m going to suspect that since they’re running this campaign in Canada, the United States, Australia, and the UK, I’m going to guess it’s probably working.

Matthew Burns:
They might be doing okay.

Stephen Semple:
They might be doing okay. Now that said, there are things I like about the campaign, and there are also things I don’t like about the campaign.

Matthew Burns:
Okay, well, this will be interesting.

Stephen Semple:
Yeah, so let’s start off with showing that this longer ad that runs in Canada, and then we will talk about what they’re doing in Australia.

Matthew Burns: Okay, let’s watch

 

Auctioneer: 1, 3, 5 over here, sir. Thank you very much. 1, 3, 6. Ready to turn those dreams into reality. 1, 3, 7 down the line. Anyone got 1.4? 1.4, ma’am? 1.4 million to the man off the back. Going once, going twice. Sold. Welcome to Paradise. Come inside for a glass of champagne.

Narrator: Should’ve gone to Specsavers.

Stephen Semple:
Okay, so here’s what’s good about the campaign. It’s like, let’s face it, it’s entertaining. The entertainment is there, right? Like this mistaken thing. The entertainment is there. That’s really, really great, and it works really well, and it’s so entertaining. It works really well as the 15-second ad. Now let’s show the 15-second one.

 

Father: Son, we need to put this behind us. It goes on the back.

Narrator: Specsavers sponsors Emerdale.

Stephen Semple:
They’re actually better!

Matthew Burns:
There’s so much…. [laughter]

Stephen Semple:
The 15-second ones are actually better.

Matthew Burns:
Wait a second, “Son, we have to put this behind us.” [laughter]

Stephen Semple:
It actually works better as a 15-second campaign than a 30-second campaign. And here’s the problem with the 30-second campaign. When we take a look at triggers… So we often talk about this whole idea, and the terminology I call Trigger, and there’s external, and there’s internal.

External. Is the air conditioner not working? I got to get it fixed. I’m getting married, so I have to get an engagement ring.

Matthew Burns:
Something influences the decision. Yes.

Stephen Semple:
Yeah, something outside starts a buying process. Then there’s internal, which is basically, and eyeglasses are internal because people put it off.

Matthew Burns:
Yes.

Stephen Semple:
They know that because they’re talking to people who have this problem, because they’re putting it off.

Matthew Burns:
That’s correct.

Stephen Semple:
So what they’re doing by saying you need to get eyeglasses is they’re expanding the category. They’re making more people want to get eyeglasses.

Matthew Burns:
That’s correct.

Stephen Semple:
And they’re creating awareness of Specsavers. So the campaign probably works.

Matthew Burns: Yes.
However, there’s space. They’ve proven you can do the entertainment in 15 seconds. So what should you do with the next 15 seconds? Give me a reason for why Specsavers.

Matthew Burns:
Correct.

Stephen Semple:
This is a pure entertainment awareness campaign. And in fact, if I were running this campaign in North America, I would dump the 30 seconds. I would do more of the fifteens because I don’t think that extra seconds give you anything unless you could create a reason why Specsavers.

Matthew Burns:
Right. Well, here’s the thing. I’ve seen the ads. I know the ads, and I buy my glasses from my local obstetrician.

Stephen Semple:
Right? All the campaign is saying is, Hey, you should get glasses.

Matthew Burns: Correct.

Stephen Semple:
I’m going to go get glasses. And then yes, it’s created a little bit of awareness of Specsavers. So if there’s a Specsavers in your neighborhood, you might do it. So I would do either just the 15-second ads, which means you could double your share of voice by doing fifteens rather than thirties for the same amount of money.

Or what I would do is with that additional 15 seconds, create some sort of reason why Specsavers offers free eye exam glasses starting at $99. Or hey, we now have these fancy designer frames. Something…

Matthew Burns:
Yeah, glasses back in 24 hours or something. Yeah, yeah, I get you.

Stephen Semple:
So that’s somebody goes, oh, this is the reason why. This is the reason why I would use Specsavers.

Matthew Burns:
Yeah, I completely agree with you. I mean, as you said, yes, the very quick bright ads of 15 seconds hit the comedic mark, say your name, you’re going to be known, and you’re going to create awareness, but you’re not giving a reason for you.

Stephen Semple:
Even if what you started to do, even if you started to tell a little tiny bit of the family history that differentiates Specsavers from everybody else.

Matthew Burns:
Absolutely.

Stephen Semple:
The problem is there’s nothing differentiating Specsavers from anybody else other than the good feeling we have on the entertainment, which is not bad. Look, it’s not bad.

Matthew Burns:
Absolutely.

Stephen Semple:
It’s not terrible. All that I’m saying is they can do it. They can achieve all of that in 15 seconds, and they’ve got an extra 15 seconds to do something more.

Matthew Burns:
I have a really good way of explaining this, actually. We’ve been talking about this a lot lately. So they’ve done a really good job of getting loud, which just means they’re getting on to mass media. They’ve done a great job of being bright.

Stephen Semple:
Oh my God, yes. Amazing.

Matthew Burns:
Amazing. And Bright is an entertaining ad that nobody else is doing. So those two things, but what they failed on in the three pillars of domination is the best offer.

Stephen Semple:
Correct.

Matthew Burns:
The reason for them versus anybody.

Stephen Semple:
And again, the offer sometimes can even be a differentiation that just makes you feel better about Specsavers, right?

Matthew Burns:
Yes. The offer. Yeah. But it’s the best way for us to explain. There are three things you have to do. You have to be the right solution for whatever reason it is, and whatever tools and tricks you can use to make sure that people understand that you are the reason. But they’ve done loud and bright like nobody’s business. I can stand behind all that. Just because they are really funny, I want to play another 15, if you don’t mind.

Stephen Semple: Oh, go for it.

Matthew Burns: Okay, watch this.

 

Wife: How could you do this to me, Barry? [throws drink]
Husband: I’m over here, Bev.
Narrator: Specsavers sponsors Emmerdale.

Matthew Burns:
I’m over here, Bev. [laughter] Could you imagine walking in, splashing some guy in the face with water, or a girl splashing what you believe is your partner in the face, because they’re doing something wrong? But that’s what I mean.

They’re engaging. They’re so entertaining, they’re so engaging. This has happened. I guarantee that some form of these things has happened. They’ve just taken it to the absurd level.

Stephen Semple:
Look, they’ve just taken it to the absurd, right? They’ve just taken it over the top. Made it absurd, which is so much fun. And again, I’m sure these ads are working, especially in a category that is boring and dull and nobody’s doing anything interesting. I’m sure they’re working, and I’m being kind of a little bit picky on where I would go with it. But again, it’s just that there’s that little bit of space and they’re not using it. That could just really, really take ’em up that extra notch.

Matthew Burns:
Yeah. No, listen, I absolutely agree, and I’m sure there are a lot of things they are doing. It’s funny. One of the things that we do when we meet a new client, or we’re working on an annual meeting where we’re trying to figure out what we’re doing for the next year, is we really lean into finding that one unleveraged asset. That is one thing that just really makes our clients stand out.

And I think that’s the challenge that these guys haven’t been put through, which is what is the thing that you’re probably already doing that you could just really stream and share about? What’s the belief system that you have about wearing glasses or getting your eyes looked after that is really, really powerful and is a good message that just they haven’t highlighted yet? And it’s really finding that untapped asset.

Stephen Semple:
Or even just what makes them different as a company or a philosophy or something along those lines. I’m sure there’s some incredible family history that could be shared.

Matthew Burns:
Okay. Well again, another good one. I like the fact that we are finding both good and bad in some of the ones that we’ve been doing lately. I love to help whenever I can. Guys, if you have any questions or you want to talk about marketing with us, drop us a comment. We’ll reach out to you.

You can find us at Matthewburns.com. Stephensemple.com, Wizardofads.com.

I mean, there are lots of ways to get hold of us. Steve, my man, Specsavers. I’m going to look them up. Maybe there’s a local one that I can now. I want to use them because I want to help them out. Thanks, everybody, we’ll talk soon.

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