Specsavers is launching a major integrated marketing campaign across YouTube, OOH, press, social and in-store to highlight its global partnership with Elton John Eyewear, in what is claimed to be one of the brand’s biggest ever product launches.
The Elton John Eyewear collection is exclusively available at Specsavers and features 13 optical frame designs and two limited edition sunglasses, all named by Elton John after either an iconic song, personal milestone, or pivotal period in the star’s journey.
The frame designs include Tiny Dancer, Captain Fantastic, Seamstress, and the limited edition sunglasses, Yellow Brick Road and Love Song, are all inspired by his greatest hits.
By teaming up with arguably the most famous glasses wearer in the world, Specsavers is aiming to highlight its design and style credentials with this partnership.
While Elton John is famous the world over for his flamboyance, the frames in the collection are not quite as over the top as you might think. Spanning understated elegance to bold statement frames, the company insists each frame has been crafted with Elton’s unmistakeable aesthetic in mind.
The creative concept, led by Specsavers Creative, is designed to elevate the brand into a more fashion-led space and has been shot in the style of a luxury fashion brand. Central to the campaign is a set of visuals: Elton’s arm, clad in one of his flamboyant outfits, holding a pair of frames, reinforcing the idea that this collection balances boldness with everyday style.
The launch film see Elton speaking directly to camera about the collection’s unexpected wearability. David Furnish features too, teasing Elton about his “over the top” reputation.
The campaign is supported by comprehensive PR and social activation. With significant media spend across YouTube, OOH and press.
Launching first in the UK and Northern Europe, the campaign will also run this summer across Australia and New Zealand.
Specsavers global creative director Richard James said: “Elton John isn’t just a glasses wearer; he’s a glasses pioneer. With this collection and campaign, we are proud to celebrate that spirit while creating something that’s stylish, iconic and accessible. ‘Just the right amount of Elton’ perfectly captures what Specsavers set out to achieve — frames that stand out but are wearable every day.”
Elton John added: “Glasses have always been a big part of who I am. For me, style is all about confidence and expressing who you truly are. That’s exactly what this collection is about, its helping people feel fantastic in frames that celebrate their individuality. Specsavers and I share the belief that everyone should have access to eyewear that makes them feel like the best version of themselves. I can’t wait for people to find a pair they love and make them their own.”
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