Specsavers blacks MSN page for a day

Specsavers, the UK optician chain, is to black out the entire MSN homepage as part of a one-day exclusive advertising takeover deal for an undisclosed sum.

Apparently, MSN has not previously allowed an ad to cover editorial content in this way. MSN is calling it a “page altering” event.

Next Monday, visitors to the MSN homepage will initially see a blacked-out screen with a single light switch that turns on a spotlight, which illuminates Specsavers’ marketing message.

Users will only see the darkened homepage the first time they visit, and there will be a clear “close” button.

The campaign is designed to back the Specsavers Clear Price drive that focuses on the total price consumers have to pay for their glasses (rather than offering myriad options), including different lenses and frames, which impact on price.

Launched in 1984, Specsavers has a 33 per cent share of the UK optical market, three times that of its nearest competitor, according to figures from Gfk.

The deal was created and brokered by digital agency i-level. MSN has guaranteed a minimum number of ad impressions on the day. The advertising will be followed by banner ads and targeted activity on MSN Messenger and MSN Hotmail, running for two weeks.

MSN is the UK’s largest portal, with over 15.5 million visitors a month in the UK (Nielsen/NetRatings July 2005) and more than 420 million unique users world- wide (MSN internal data).

Recommended

UIP promotes Wallace and Gromit film with ATM push

Marketing Week

United International Pictures is promoting the first full-length Wallace and Gromit film, The Curse of the Were-Rabbit, on cash- machines at 150 Asda supermarkets throughout the UK. The ads feature animated video-clips from the film and a printed receipt as a reminder of the release date and website address. The Wallace and Gromit campaign will […]

Interpublic Group agencies team up to launch direct media division

Marketing Week

Initiative Media and BrandConnection, the Interpublic Group-owned media agencies, are launching a direct media division called ID. The joint venture will offer integrated media planning and buying and a range of services including data buying, analysis and list buying. Former All Response Media director Marc Caulfield will head the ten-strong team. ID aims to consolidate […]

P&O aims for a swell of holidaymakers

Marketing Week

The decks of cruise ships may no longer be dominated by retired people relaxing in the sun, spending their hard-earned savings on the holiday of a lifetime, for P&O Cruises is unveiling a new marketing strategy that will attempt to lure younger holidaymakers aboard its ships. For industry observers, the shift to targeting a wider […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now