The News You Couldn’t See
A first-of-its-kind digital activation, and new media placement, that demonstrated the Specsavers difference.
The Thinking: The Herald Sun's premium reporting couldn't be seen by most people, because it was locked behind a paywall. But what does Specsavers do? It helps people see things they couldn't. So we developed a digital activation and media placement that turned the paywall into a product demonstration, by letting people see through it.
My Core Remit: Creative Leadership, Concept Development, Art Direction & Design, Copywriting & Messaging
A New Media Placement
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The Proposition Became The Experience
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A New Media Placement — The Proposition Became The Experience —
The News You Couldn't See turned the Herald Sun’s paywall from a dead end into a brand experience. One where Specsavers helped people see something they couldn’t, realising the brand’s value proposition and delivering engagement that conventional digital placements simply cannot.
Click through the paywall and the conversation continues, reinforcing the Specsavers brand and its message while driving consideration and conversion.
The News You Couldn’t See was both a brand new media placement and a new brand experience. It demonstrated, quite literally, the difference Specsavers makes.