Kinetic, the global leader in activating audiences on the move, has teamed up with Specsavers and creative production studio DOOH.com to launch an eye-catching Digital Out of Home (DOOH) advertising campaign. Working alongside media agency OMD Ireland, Kinetic has brought its latest campaign to life to get people thinking about their eye health.
The aim of the campaign is to drive awareness of the free eye tests available in Specsavers under the Pay Related Social Insurance (PRSI) treatment benefit. To achieve this, the campaign taps into the location of the nearest Specsavers store and highlights the free eye test options and the range of discounted glasses available to customers. Using the D:FOUR location platform, powered by DOOH.com, the campaign alerts passers-by to one of 21 Specsavers stores in Dublin and the creative display prompts them to claim their free eye test.
According to Ria Bradley, account director at Kinetic: “The team at Kinetic is delighted to be working with Specsavers and OMD to deliver this location triggered DOOH campaign. The digital formats are positioned at optimum locations in order to provide consumers with the location of the branch that is most convenient for them. The DOOH creative highlights the in-house capabilities that Kinetic can offer brands.”
Cheyenne Wylie at Specsavers Ireland adds: “We are delighted to work alongside Kinetic and OMD, we’ve really been able to bring our latest awareness campaign to life. More people than ever are eligible for free eye tests under the PRSI benefit, but many are unaware of their entitlements. The campaign will reach thousands of consumers and inform them about the services available to them. The campaign will highlight not only the free testing available, but also the discounted glasses available in Specsavers stores nationwide.”
In order to reach the key target audience, Kinetic is running the eye-catching campaign across DOOH formats, including DX screens in Dundrum and Swords, Digitower, Digital retail and Digipanels.