Agency: EssenceMediacom
Category: Best tactical campaign
Challenge
Summer 2024 was the ultimate season of sport, with the Euros, Wimbledon, Olympics and Paralympics all taking place. With England favourites to lift the Euros trophy and the return of the Olympics to its pre-Covid best, there was an air of unbridled optimism. This lent itself perfectly to Boots Opticians’ brand platform of ‘See What’s Possible’. With others leading the category in cultural relevance, Boots Opticians saw the opportunity to challenge this by adapting its platform to ‘See Every Detail’ to connect improved eyesight with everyday life and the defining moments of the UK’s summer of sport.
Approach
During big sporting moments, we dive into the sports’ sections of news brands for commentary from our favourite pundits. Boots Opticians wanted to tap into these contextually relevant environments to land its message in a salient way. The brand decided to partner with news brands, using creative executions featuring zoomed-in photographs of the sporting action. It sought to blend in with the editorial content and create a powerful connection between the millisecond moments that define sporting greatness and the everyday moments enhanced by proper eyecare.
Insertions were booked in advance of Boots Opticians’ broader summer campaign. That meant when a tactical opportunity arose, they simply swapped the copy with the ‘See Every Detail’ execution. This allowed for the smooth delivery of a very dynamic campaign. This burst of tactical activity ran alongside Boots Opticians’ full funnel summer campaign, ensuring a sustained presence over the period and giving it the opportunity to increase relevance and convert consideration to conversion.
Results
Boots Opticians’ ‘See Every Detail’ delivered great results. A massive 9.61% (5.1m) of all adults saw the Euros and Olympics tactical ads, subtly encouraging them to consider their own visual needs. YouGov measures of ‘buzz’ went up by one point, while ad awareness increased by 1.7 for the same period year-on-year.
Judges view
This entry impressed us because they used their pre-booked media to be flexible and tactical with amazing creative.
Gemma Charles, deputy editor, Campaign
