Specsavers help ensure that Gary Barlow’s SIGHT is back for good
Client
Specsavers
Services
Creative Reactive
Department
Consumer
“Gary Barlow’s glasses have broken” isn’t ordinarily major news, but when you work with Specsavers, it’s all hands on deck.
What started as a lighthearted back-and-forth with the man himself through Instagram Stories became a race against time, ending in us hand delivering Gary’s all-important glasses ahead of a headline show in Bologna – in what Gary himself dubbed #glassesgate.
Working closely with Specsavers, we had prescription frames made for Gary, and all we needed to do was get them to him. Enter our reactive team, taking our brief and running with it. Before we knew it, we were on the next flight to Bologna tracking our fated frames every step of the way – chronicling their journey in a POV travelogue style following the glasses from the flight to the big show, with a short ragu stop in-between.
Armed with our “Gary we’ve got your glasses” sign (hello Kourtney Kardashian…) to hold aloft during the show, we watched and waited, catching Gary’s eye several times and keeping Specsavers’ audience updated throughout, generating generating strong results reaching 1 million organically with 18.6K interactions, and holding audience attention with average watch times of 11s on IG and 9s on FB in the first 24 hours.
We knew we’d made an impression when Gary acknowledged us from the stage during “Never Forget”, the biggest song of the night, and the specs were safely delivered to Gary's manager following the show. A perfect end to our Greatest Day.
