U.K. optical retailer Specsavers is using digital outdoor media to reference topical, up-to-the minute news stories and trending gossip in a campaign reminding people of the importance of getting their eyes tested.
The ads, launched for National Eye Week, yesterday focused on Apple's embarrassing iPhone leak, as well as a story about Manchester United manager Jose Mourinho snubbing a handshake from the Stoke City manager Mark Hughes on the weekend. Lines like "More Important Than Leaking Phones" and "More Important Than Post-Match Handshakes" are followed by the call to action to book an eye test at specsavers.co.uk.
The campaign is created in-house by Specsavers Creative and produced by digital production company Grand Visual. Copy will be updated throughout the day to keep the topics relevant, and the campaign runs on predominantly roadside screens, alongside rail, across 12 UK cities through September 25.