Specsavers: Second Squad

Key Points

• Client: Tangerine x Specsavers
• Project Title: Specsavers Second Squad
• Project Type: World Cup Social Media Campaign
• Location: Hotel Football, Manchester, UK
• Time Frame: November 2022

The Challenge

During the 2022 World Cup, Specsavers wanted to be part of the football conversation, tapping into the humour of footballer lookalikes that often appear online alongside their famous "Should’ve gone to Specsavers" tagline. Tangerine Communications developed the creative concept, assembling a parody squad of footballer lookalikes to generate social engagement.

Our role was to deliver a seamless production that could capture a huge amount of content within a single evening. The shoot took place on the rooftop pitch of Hotel Football, a challenging location that required careful logistical planning. With a tight schedule, multiple setups, and high-profile talent involved, precise coordination was essential to ensure a smooth shoot.

The Plan

To maximise efficiency, we structured the production into three teams: two video crews and a photographer. This setup allowed us to capture a vast amount of high-quality content simultaneously, ensuring we could meet the creative brief within the limited time available.

In preparation, we conducted detailed location recces to plan camera positions, lighting setups, and crew movements. This allowed us to anticipate challenges, streamline transitions between shots, and make the most of the rooftop space.

Despite the complexity of the shoot, our experience in fast-paced, high-pressure environments meant we could adapt on the fly while maintaining the highest production standards.

The Results

The Specsavers Second Squad campaign was a major success, reaching a wide audience and driving engagement:

• Total Reach: Over 52 million, with 17 million before the tournament even began
• Video Views: 3.67 million, with a 57% view rate
• Brand Sentiment: A 38% increase in positive sentiment

Our ability to plan and execute efficiently meant Tangerine and Specsavers received a wealth of high-quality content from a single evening of filming. The campaign successfully positioned Specsavers at the heart of World Cup conversations, using humour and smart social media strategy to maximise impact.