Keeping 'Should've' Fresh

In 2024, Specsavers challenged us to make Should’ve, and the brand, unmissable with a media plan that would make us the talk of the town. Should’ve, a hugely successful platform 20+ years old, has set the standard for consistency, but an evolving media landscape and fragmented audiences makes staying relevant a challenge.

With c.50% market share, Specsavers needed to find new ways to unlock business growth while still engaging loyal customers. Repeating past successes wasn’t an option. Our solution combined established channels with executions that put innovation and creativity at their heart, whilst still being rooted in everything that makes Should’ve successful – simple, fun, relatable concepts. Firstly, we executed the perfect stunt, pushing OOH boundaries by creating our very own Should’ve parking fail. Secondly, a DCM partnership launched in July to keep the magic of Should’ve alive by bringing humour to cinema-goers with hilarious idents in the style of DCM. The results were phenomenal. Our ad van went viral, earning 6 million social media views and nearly 1 million interactions and we received industry recognition from Mark Ritson! Most importantly, the campaign not only made waves but drove a 3% increase in brand likeability, achieving our core business objectives.