OPSM changes the vision of Aussies and Kiwis in latest campaign via Saatchi & Saatchi, Sydney

OPSM and Saatchi & Saatchi Sydney have revealed a new campaign that asks all Australians and New Zealanders to question their vision.

The fully integrated eye care campaign will launch a free eye check app, which allows people to screen themselves. The campaign will kick off with a one off event: The World’s Most Spectacular Game of Eye Spy, taking place across Sydney’s iconic Harbour skyline.

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The campaign aims to elevate the importance of good eye health for all Australians by asking people to question if their vision is as good as it can be. In particular, the campaign targets people who haven’t had their eyes tested before or have delayed looking into a vision issue they are having.

Research for the TV commercial tested the vision of 100 randomly selected adults who hadn’t had an eye test in the last two years and found a staggering 74 people require help with their vision. The people we tested feature in the ad itself.

The supporting campaign consists of hundreds of customised outdoor and digital executions that challenge people to question their vision in the real world. If they feel they are having an issue, they will be driven to the free OPSM Eye Check App or to book an eye test. This app will allow people to screen their own vision to figure out if they need to book an optometrist appointment.

The app has been approved as a medical device by the TGA (Therapeutic Goods Association of Australia). The six screenings contained in the app only take a few minutes to complete and can offer a really good understanding of whether or not someone would require an eye test

All this activity is launched with a spectacular take-over of Sydney Harbour where media and selected members of the public can participate in a game of eye spy from the top of the Shangri-La Hotel. Participants will be invited to spot a series of 20 giant objects hidden amongst the Sydney skyline as quickly as possible and the top times of the day will win iPads pre-loaded with OPSM’s new App.

Says Damon Stapleton, ECD of Saatchi & Saatchi Sydney: “We wanted to break down the barrier between identifying vision issues and visiting an optometrist. We had to take the idea of checking your vision onto the street and into your pocket.” 

Says Melinda Spencer, VP of Marketing at OPSM: “It’s exciting to create a campaign that can make a difference to eye health and hopefully gets people to think again about the value of their vision while providing people with a free tool to put some of the power back in their hands.”

The full campaign launches on Monday 23rd September and was created by Saatchi & Saatchi Sydney.

Client: OPSM

Director: Jonathan Nyquist