Quite often, when companies operate across both the Australian and New Zealand markets, advertisers create generic marketing messages that are applicable across the board. But rather than adopting this cost-saving approach for its latest OPSM spot, the creative team from Saatchi & Saatchi Sydney took a flight across the ditch to produce content that was aimed specifically at the Kiwi market.
Since there was a chance that some viewers might question the involvement of Australians in telling a Kiwi story, OPSM maketing manager Melissa Monneron says that "the team [worked] closely with a local production team in New Zealand and [used] real talent from the Napier area [to tell] the right story."
After scouting various locations, the team eventually decided to film the commercial in Napier, where they interviewed a collection of locals on how wearing spectacles had improved their lives.
These video clips – all shot by Exit Films – were then combined into a 65-second montage, which featured the rustic setting of Napier as a backdrop.
Last October, OPSM employed a similar approach in a TVC that attempted to show the value of sunglasses to New Zealand's lifesavers. Although the characters didn't speak in that instance, the ad still featured real Kiwi lifesavers participating in action shots.
And while the previous TVC showed off herioc guys jetting around Auckland's Piha beach, Monneron believes that the shift to ordinary Kiwis living in a smaller city (of only 59,000 people) was a good choice.
"Napier is in a very unique region of New Zealand, with a wide variety of personalities, lifestyles and a great mix of urban and rural landscapes," she says. "When we first searched for talent and stories to feature in the campaign, we were overwhelmed with how amazing the people were and how diverse their stories are."
Monneron adds that the goal of telling authentic Kiwi stories also influenced the decision to cast regular people rather than actors in the spot.
"OPSM needed to prove that its new range of frames could suit any Kiwi and make them look great, because choosing frames is not just about great fit but finding a pair that suits your personality, and your budget. What better way to prove it than meeting real Kiwis where they live?"
Although the TVC only features shortened excerpts of the full interviews, extended versions are also accessible through the OPSM YouTube channel, where viewers can watch the full stories of all the characters in the ad.
In addition to featuring on television, Monneron says the campaign also features in-store and online activations, "including a unique digital catalogue, which delivers an interactive experience for consumers through ‘Shop Now’ links and an easy-to-use ‘Find In Store’ function."
Creative Agency: Saatchi & Saatchi
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gilmour
Senior Art Director: Nils Eberhardt
Senior Copywriter: Veronica Copestake
Group Business Director: Catherine Harris
Senior Account Director: Ross Jauncey
Senior Account Manager: Ken Attard
Agency Producer: Greg Fyson
Production Company: EXIT Films
Director: Stephen Carroll
Producer: Tobias Webster
Photographer - Joe Wigdahl (Network Agency)