THE URBAN EYE TEST

Short List
ClientOCO OPTOMETRISTS
Category F01. Local Brand
TitleTHE URBAN EYE TEST
Product/ServiceOCO OPTOMETRISTS
Entrant McCANN HEALTH London, UNITED KINGDOM
Idea Creation McCANN HEALTH London, UNITED KINGDOM
Credits
Name Company Position
Adrian Parr McCann Health London Executive Creative Director
Guy Swimer McCann Health London Creative Director
Steve Woodliffe McCann Health Design Director

Cultural / Context information for the jury

1 in 4 UK adults haven’t been for an eye test in the last 2 years, and 5 million are unsure when they last had one at all. Eye health is important, but in reality poeple don’t do enough about it. We wanted to change this and disrupt the audience to take action. During Oct 2018, twelve trackable floor panels were placed on streets and sidewalks around Central London. Each panel set an individual challenge e.g. ‘Can you tell the exact time on the church clock from here?’ ‘Can you read the words on the pillar?’ ‘Which year was the pub built?’ Each site was assessed by an optometrist, and ia unique QR code tagged to each location enabled people to book an eye test via their smartphone. We placed the floor panels in high footfall locations and tailored the 'challenge' on each panel with something locally relevant.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

OCO Opticians are a small, family-owned business in London. But the last 2yrs have seen a number of well-funded competitors enter the local area and ultimately, jeopardise the exclusivity of OCO, leading to loss of income for the local community's fashionable eyewear boutique. OCO wanted to boost sales and footfall by encouraging their target audience of urban 25-34yr olds to visit to the store and take a free eye test. But previous social & targeted Facebook campaigns had very little effect. Most people understand the importance of eye tests, but they tend to put off taking them and 'soldier on' with poor eyesight. We wanted to change this and disrupt the audience to take action. So, we tried something new.