We’ve become accustomed to using data-driven dynamic creative to personalise digital experiences, but this remains rare in more traditional channels. Working with Specsavers, Manning Gottlieb OMD took proven performance principles and applied them to Digital Out of Home advertising to drive increased in-store sales.
Combining complex client first party data with location, time of day and behavioural science principles, we created a campaign that drove extra footfall into Specsavers stores, increasing eye test volumes at times when there was spare capacity.
A 68% uplift in eye test growth for Specsavers was seen for stores where this campaign ran. The smart concept made personalisation truly useful – both for customers and for stores. The campaign saw MG OMD push a live feed of eye test availability into Specsavers’ Digital Out of Home (DOOH) advertising, in turn tailoring creative messaging to tell customers if their nearest store could offer them a same-day check-up.
For consumers, it meant tackling an item on their to-do list at a convenient time, while for Specsavers stores, it reduced otherwise-wasted empty eye test slots – a true win-win situation!