The News You Couldn’t See
A first-of-its-kind digital activation that demonstrated the difference Specsavers makes.
The Thinking: The Herald Sun's premium reporting couldn't be seen by most people, because it was locked behind a paywall. And what does Specsavers do? It helps people see things they couldn't. So we developed a first-of-its-kind digital activation that turned the paywall into a product demonstration by letting people see through it. We proved Specsavers' value proposition in the most literal, memorable way possible.
My Remit: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction & Design
Product Demonstration at Scale
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Proposition & Experience, Unified
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Product Demonstration at Scale — Proposition & Experience, Unified —
Our first-of-its-kind activation transformed the Herald Sun’s paywall from a dead end into a brand experience. One where Specsavers literally helped people see something they couldn’t, realising the brand’s value proposition and delivering engagement and recall that conventional placements simply cannot.
Once through the paywall, Specsavers continued the conversation, reinforcing the brand and its message while driving consideration and conversion.
