Specsavers in New Zealand launched an innovative consumer campaign in January aimed at drawing attention to the need to update prescription eyewear. The campaign plays on Kiwis’ notorious reputation for holding onto their favourite frames for years, decades or even the last century.
Spectacle-wearing Kiwis were encouraged to fess up and reveal the real age of their most treasured, tattered or trendy-retro specs.
Managing Director of Specsavers New Zealand, Graeme Edmond, said the great stories shared by customers inspired the nationwide search. “We have customers coming in wearing frames held together with sticky-tape, or backyard repairs with wire and fishing line,” Mr. Edmond said.
“The most incredible story I heard of was a man from Manukau who hadn’t bought new glasses in more than 25 years!”
The most incredible story I heard of was a man from Manukau who hadn’t bought new glasses in more than 25 years!
“Some people have stayed away from the optometrist for so long that the glasses they’re wearing have gone full circle and come back into fashion. They’re pleasantly surprised when they realise their favourite old faithful frames are back on the shelves and they can replace them with a brand new pair in their favourite style – and with a new prescription that they can actually see with.”
The winner of Specsavers search was rewarded with an Air New Zealand Deluxe Mystery Break for two and four pairs of Specsavers glasses.
