Optegra had spent good money on a beautiful TV ad, shot in Malta and London, but the calls weren't coming and they were thinking of dropping TV altogether. The brief was simple. Make it work much harder, and get the phones ringing for vision correction.
It was dreamy and slow. In the 60-second version you couldn't tell what it was for until 22 seconds in, and the call to action barely registered.
Kept the location footage and rebuilt everything else as direct response. A new script that opens on the problem, "Struggling to see without your glasses or contacts?", faster music, a re-briefed voiceover, a few new shots, a bigger logo and info bar, and a phone number and web address that animate as they're said.
Calls up 19%, website goal completions up 22% and consultations booked up 164%. It ran on ITV and Channel 4, and led to new ads for cataract surgery and more.
