Optical retail chain Specsavers has today (5 August) launched a new integrated campaign, ‘I don’t Go’ to raise awareness around its home visit proposition and to challenge public perceptions around the variety of services that the brand can offer.

Positioned as a playful alternative to the firm’s classic ‘Should’ve gone to Specsavers’ campaign, the new spot will be centred around the tagline ‘I don’t go to Specsavers…they come to me’.

The associated campaign will be rolled out across a wide variety of formats, including TV, print, out-of-home, radio, cinema and digital display throughout the UK.

“Our home visits service provides vital eyecare for those people that cannot get to a Specsavers store and we are delighted to see it being celebrated in a campaign of this magnitude,” Specsavers marketing lead, home visits, Laura Cooney said.

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“Our aim is to always empower our customers through our marketing and “I Don’t Go…” absolutely does this. The campaign is powerful and emotive and most importantly, the customers are in on the joke!”

Specsavers marketing and e-commerce director, Chris Carter added: “Nothing reflects the purpose of Specsavers better than our home visit service.

“We were founded back in 1984 with the vision of making eye and hearing care more accessible to all, and this service has been our best kept secret for far too long.

He continued: “Our in-house agency has done a fantastic job in using our distinctive tone of voice to tell this story and I’m delighted we’re now communicating this service nationwide so that many more people can benefit from this essential service in their homes.”

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