Specsavers Focuses on New Zealand
Specsavers launched into the New Zealand market, with a view to shaking up the competition and revolutionising the optical market for kiwis with an outstanding value proposition coupled with professional eye care.
Kiwis had become accustomed to the methods and pricing of competitors such as Visique and OPSM, and Specsavers required a plan that spoke on both a national and local level to Kiwis, persuading people to change their habits and try a new challenger brand when considering their eye care.
After launching into the New Zealand optometry market Specsavers wanted to continue momentum and progressively open 52 stores nationwide. In order to facilitate openings, the challenge was to uncover a direction that formed a relationship with local customers from the area, and generated both regional and nationwide coverage of the individual Specsavers store openings.
For the Specsavers launch Mango ran a successful PR programme aimed at business and general news media. The presence of Specsavers founder Doug Perkins was especially appealing to media and resulted in outstanding media coverage.
Mango then built upon and sustained this interest with a comprehensive public relations plan which blended a range of national and local PR activities:
- To springboard the foothold that Specsavers had gained after one year, Mango ran a national campaign called SWOTY (Specsavers Spectacle Wearer of the Year) which aligned Specsavers with Gok Wan and emphasised Specsavers fashion credentials
- Mango rolled out strong leverage of sponsorship opportunities, such as NZ Cricket Umpires and Daniel Vettori at a regional level and national level
- Relevant charity partnerships such as Fred Hollows were brought to the attention of the public by leveraging Specsavers charity ambassador Peta Mathias
- All of these activities were underpinned by a consistent local programme which brings the stores directly to Kiwis in the form of great local case studies
On the strength of public relations, and with virtually no marketing or advertising spend, Specsavers became the number one optometrist in the New Zealand market within two years.
The public relations programme has consistently, and successfully, struck a balance between presenting Specsavers as both the most professional as well as the most fashionable optometrist in New Zealand.
The incredible success of the business shows that the PR has convinced Kiwis not that they “Should have gone to Specsavers” but that they have in fact already gone to Specsavers.