Brokered by media agency Manning Gottlieb OMD, the campaign kicks off on the 21st April across the Evening Standard, standard.co.uk and London Live and builds on the success of last year’s collaboration. The campaign will capitalise on the Evening Standard’s reach and influence – the Standard is read by 1.9 million people every day (NRS PADD Jan ’14-Dec ’14) - to build awareness of the wide range of glasses available at Specsavers.
The campaign is being curated by the Evening Standard’s Fashion Editor, Karen Dacre, with branded content running across all Evening Standard channels, including three Specsavers-branded print supplements, plus all content will be housed on a new online hub – standard.co.uk/shopping.
Throughout the campaign, Specsavers’ in-house frame stylist will work alongside the Evening Standard’s fashion and lifestyle editors to create branded content. This will include a video series featuring the Standard’s digital lifestyle editor interviewing and styling celebrities, pairing them with a Specsavers frame to complement their look. This will be housed on the purpose-built shopping section and the first episode of the series will be included in a Shop London show to be aired on London Live.
Dan Locke, Group Partnership Director, ESI Media, said: “We have a very strong offering for fashion-focused readers and brands in both our print and digital products. We launched the successful fashion and beauty channel on standard.co.uk last year which is dedicated to keeping audiences up to date with the latest trends, and it’s great to be able to use our strength and experience in this area to help Specsavers further build their reputation as a stylish and on-trend brand.”
Fiona Stevenson, Regional Marketing Manager, Specsavers, said: “At Specsavers, finding the right frames to suit our customers’ lifestyle is just as important as the expertise we offer. This campaign, with its multiple touchpoints and the Standard’s dedicated audience, gives us the perfect opportunity to showcase Specsavers as a fashion forward brand in an engaging way, bringing us closer to our consumers than ever before.”
