New Specsavers campaign embeds Skype into online ads

A new marketing campaign by UK opticians Specsavers will embed Skype into online advertisements. 

Since 2007, the optician has run a "Spectacle Wearer of the Year" campaign to promote its brand among glasses-wearers. Entrants are invited to submit photographs of themselves 

This year, Specsavers will be running online ads that, once clicked, allow the user to take a photo of themselves and enter the competition there and then. The ads will have Skype's video-over-IP technology embedded in them. 

"Our strategy was to target environments where users are likely to have camera-enabled devices for the first time, to ensure a low barrier to entry," said Specsavers' digital marketing manager Tim Langlois. "Skype was a no-brainer here as more than half of its users are utilising webcams."

Specsavers worked with Skype-owner Microsoft's advertising division on the campaign.

“This is the first time an advertising campaign in the UK has used Skype’s video capabilities within a creative solution to bring a brand message to life," said James Hayr, head of specialist sales at Microsoft Advertising. 

Pete Swabey

Pete Swabey

Pete was Editor of Information Age and head of technology research for Vitesse Media plc from 2005 to 2013, before moving on to be Senior Editor and then Editorial Director at The Economist Intelligence...

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