Specsavers operates 17 stores across Northern Ireland, offering comprehensive eye care services to customers. They are well-known for their wide selection of high-quality frames, ranging from classic styles to designer options, as well as their excellent in-store customer service.
THE EVENT BRIEF
CMPR organized a media and creators event to generate digital content and boost PR coverage for Specsavers Belfast store's designer eyewear collections. They enlisted Media Lab to design an in-store photo and video PR activation, aiming to engage invited media and influencers and inspire them to create content featuring the new range.
THE EVENT EXPEREINCE
Media Lab’s creative team partnered with CMPR to bring the brand to life through a fully branded digital photo and video experience. This PR activation offered immediate in-store visibility and enabled event guests to engage with the brand interactively.
Media and influencers could create exclusive branded photos and videos with special effects, which they could instantly share to their smart devices or social media. This enhanced online presence and generated positive PR for Specsavers' designer eyewear collections.
THE RESULTS
Over 50 media professionals and creatives utilised the Specsavers SelfiePod.
The Specsavers event facilitated 53 content creation sessions within 3 hours.
A branded event gallery enabled attendees to access, view, and select their content in-store.
Guests instantly shared their digital creations to their smart devices via customized email and text messages.
The Specsavers digital photo and video campaign reached almost 19,000 people.
Specsavers obtained 75 unique pieces of branded media for use in their marketing efforts.
THE CONCEPT
BRANDING
The Media Lab team curated a custom, branded photo and video experience for the PR launch event at Specsavers Belfast. This interactive setup featured a fully branded kiosk, branded animated start screen, custom brand media templates, a branded event gallery, and personalised text messages and emails. This resulted in personalised branded photos and videos for every event guest and branded content for the client.
SETUP
Media Lab worked closely with CMPR to ensure that the PR activation complied with all Specsavers brand guidelines and health and safety protocols within the store.
The team installed and tested the branded kiosk and PR experience ahead of time, ensuring everything was perfectly prepared to welcome guests at the Specsavers PR event.
ONLINE SHARING
Attendees were guided through the event by a professional brand ambassador, who encouraged them to share their content creations. This allowed for instant access to content and seamless sharing on social media platforms directly from the in-store event.
CUSTOM GALLERY MIRCOSITE
The branded digital event gallery made accessing content easy for attendees, encouraging them to view, choose, and share their creations.
During and after the event, guests could browse and download the showcased content on their smart devices. Within 24 hours, the client received a comprehensive event report containing all the content for their marketing efforts.
