I Don't Go

IPA Effectiveness Awards Case Study 2024

Delivering an estimated £19.8m of incremental profit, this case demonstrates how even large, established brands can find new ways to expand. By playing unexpectedly off the long-term advertising slogan of Specsavers, the 'I don't go to Specsavers' campaign created a step change in the growth of the brand's Home Visits proposition, increasing volumes by 32 per cent. More broadly, it prompted about 582,000 previous rejecters of the brand to book an eye test with Specsavers across its stores.

Click to purchase this case study >

Client Statement

Laura Cooney, Marketing Lead Home Visits, Specsavers

Driving increased brand consideration, continues to be a big focus for Specsavers in the years ahead. As a result of the huge impact that we felt, as a result of the 'I don't go' campaign, it naturally features within our media plans for the next financial year. In April 2024 we launched our 4th burst of the campaign, which carried another significant amount of media investment.

The campaign has also given us the confidence to continue with our brand storytelling and surface more of our care, clinical and expertise based messages. This includes how all of our stores and home visit businesses are owned and run by the opticians, audiologists and retailers that work in them. Our businesses care about their local communities and are right at the heart of them.