Specsavers builds style credentials

Despite its minimalist approach, the communication’s use of white space and single-minded messaging cuts through to consumers.

Specsavers Emporio ArmaniThe communication also works on the level of re-appraisal. Specsavers positions themselves as being an affordable optometry retailer, which to some consumers, may translate to also having a ‘budget’ style range. However, this communication helps to rectify that association.

The newspaper ad ran in a Sydney metropolitan newspaper in the early general news section.

Learn more about the Strategic Role of (Re)Appraisal with examples of how it has been applied in newspapers.

Find out how consumers respond to newspapers ads with our Creative Benchmarking research. This research helps advertisers build an understanding of the role that the creative plays in engaging consumers and building brands.


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