Tangerine is behind a new campaign for Specsavers to tackle children’s fear of eye tests.
Optomonsters is running both online and offline, aiming both to raise awareness of the importance of eye health amongst parents; and to make stores a more welcoming environment for youngsters.
“We’ve seen great success connecting with younger audiences through the likes of our Roblox gaming campaign earlier this year. But becoming the brand of choice for parents goes beyond entertainment and education—it’s about showing empathy and understanding,” said Lisa Hale, Head of Brand Activation, PR, and Social at Specsavers.
“Our research uncovered key barriers that make eye tests daunting for kids, and the Optomonsters campaign addresses these challenges in a creative and relatable way.”
Working with Manchester’s Tangerine, it created the Optomonsters, a collection of friendly, reassuring monsters designed by kids, for kids, aimed at making that visit to the optician a little less scary.
Children’s illustrator Melanie Williamson worked with a panel of “kid” advisors and influencers recruited by Specsavers, to bring the Optomonsters to life.
“As a social agency it’s imperative that we focus on what brands need to stay relevant, not just today but in the future,” added Mary Harding, co-CEO at Tangerine Communications.
“Gen Alpha is a crucial audience, and it’s fantastic to work with a forward-thinking brand like Specsavers that recognises that. The Optomonsters campaign sets the stage for the future while engaging audiences in the here and now.”
The campaign will also feature social content, appointment walk-throughs, experiential eye tests and influencer partnerships, designed to engage families in fun and educational ways. It’s also introduced the “Optomonsters Hub”— a dedicated YouTube channel for parents and carers.
