By Trinity Scarf
National Campaigns Manager
Optometry Australia’s Good vision for life campaign is resuming this week with a fresh burst of activity.
The focus is to harness consumer awareness generated since the campaign was launched in September 2016, as well as extend the reach of the campaign with the ultimate objective of encouraging people to see an optometrist as part of a regular health regime.
Digital media will again play a prominent part within our strategy. Search rankings, data capture, display advertising, online video and social media ads will all continue to drive awareness and deliver traffic to the Good vision for life website.
Radio has worked very well to drive awareness so this medium will also remain a key part of the campaign. We have broadened our reach by introducing two new stations, KISS and GOLD, while resuming activity on the HIT! network to ensure a level of continuity.
Using a combination of 30-second brand spots, credits, sponsorships and live reads, we will reach our target audience successfully and frequently, across the two campaign periods of September–October 2016 and February 2018.
Cinema has also been an excellent medium for our campaign so we will be rolling out two more national cinema bursts, in the same two high-activity periods.
An exciting addition to this year’s campaign activity is the introduction of audio streaming via Spotify, the largest music streaming service in Australia. Our Spotify investment will deliver audio ads across all platforms: mobile, tablet and desktop. Activity will also be supported with our creative images which are displayed on the user’s platform while the audio ad is playing.
By introducing audio streaming we can be highly targeted and efficiently reach our audience of Australians aged 40-59 years.
Our final addition this year is the introduction of ‘big screen catch-up TV’. With the aim of reaching additional Australians by targeting a specific demographic audience, our messages will be shown within the catch-up platform to the 36 per cent of Australian homes that now own an internet-capable television.
Optometry Australia’s media agency, Media 33, has again negotiated significant added value through bonus activity across the board.
By encouraging public engagement with the campaign, particularly in digital channels, we will be able to build a robust consumer database which we will then use to boost our initiatives and strengthen partnerships.