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Library/Campaign/Specsavers wrong-city airport welcome signs
Grade B20 sourcesHIS-00689

Specsavers wrong-city airport welcome signs

Campaign · 2024 · Niche

39Editable slideCertificate

The airport-sign entrant claimed 97.2 million in earned media and broadcast reach.

Batshit Australia

@batshit_auspol · Sep 21, 2024

Whoever came up with the Specsavers ad at Sydney Airport deserves a raise

32.1K114
Post · @batshit_auspol on X
Specsavers Welcome to Melbourne billboard on a road at Sydney Airport.
JCDecaux Australia / Specsavers
Welcome to Melbourne - TBWA\ Australia
TBWA Australia
SPECSAVERS | AIRPORT | SEPTEMBER 2024
JCDecaux Australia
Whoever came up with the Specsavers ad at Sydney Airport deserves a raise
@batshit_auspol on X
This Specsavers ad I saw at Melbourne Airport is bloody excellent. Lots of confused travellers staring at it for a second too long! | Zara Seidler ☕️ | 55 comments
LinkedIn / Zara Seidler
Finalists Announced for Inaugural OMA Creative Awards
Outdoor Media Association
Specsavers Welcome to Melbourne Campaign Wins Big at the World Out of Home Congress in Mexico
Outdoor Media Association
OMA Creative Awards 2025 Launch – Entries Now Open
Outdoor Media Association
B&T Awards 2025: Campaigns Of The Year
B&T / awards organiser
B&T Awards 2025 - The Runners & Riders: Best Out Of Home Campaign
B&T / campaign entrant submissions
Specsavers | Welcome to Melbourne
The One Club / campaign entrant submission
From Ted Lasso to Airport Mayhem, Declan Lowney Directs Specsavers’ latest campaign
Campaign Brief
Aussie Travellers Do A Double Take Over Clever New Specsavers Campaign
B&T
Un opticien australien s’amuse à désorienter les touristes à l’aéroport de Sydney
Dans Ta Pub

Spread Score

How it works
Reach35Contagion35Breadth30Velocity63LongevityNo data yet39

Numbers

Entrant claim: earned media and broadcast reach
97.2M
Press · Self-reported · The One Club / campaign entrant submission
Peak date
Week of Sep 23, 2024
Sep 16 ’24 to Week of Sep 23, 2024
Platforms
6
Started on Retail
Origin
Stunt
Health & fitness

Mechanics

  • Low-effort copy
  • Platform jump
  • Press loop
  • TransgressionPrimary
  • Controversy

How it spread

Trace the origin

Specsavers bought wrong-city welcome signs at Australian airports. Travellers posted photographs on Reddit, X and LinkedIn, and press covered their reactions. The entrant claimed 97.2 million earned media reach; later awards coverage relayed record brand consideration.

Dates use the stated precision; chart positions are date anchors.

Sep ’24OctNovFeb ’25AprJunJulSepNovTVRetailPressRedditXOpen web
TVRetailPressRedditXOpen web

13 more events on this chart

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Timeline (16)

  1. September 2024

    Specsavers precursor · Sep 15 ’24

    Specsavers aired the accompanying Airport television commercial on Channel 9News.[1]

    From Ted Lasso to Airport Mayhem, Declan Lowney Directs Specsavers’ latest campaign
    Open the first post ↗

  2. Specsavers / TBWA Melbourne seed · Sep 16 ’24

    Wrong-city welcome signs launched at Sydney and Melbourne airports.[1][2][3]

    SPECSAVERS | AIRPORT | SEPTEMBER 2024

  3. Campaign Brief press · Sep 16 ’24

    Campaign Brief reported the airport placements alongside the television launch.[1]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 6 numbers
  2. 2026-10-14Added: 16 events, 20 sources · Score 39 · Fact-check passed (32 claims)
Origin
Stunt
Sector
Health & fitness
Region
AU
Entrant claim: earned media and broadcast reach
97.2M
Press · Self-reported · The One Club / campaign entrant submission
Evidence
Grade B

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How the next thing spread, the week it does.

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Sep ’24OctNovFeb ’25AprJunJulSepNovTVRetailPressRedditXOpen web
TVRetailPressRedditXOpen web

13 more events on this chart

Join free to see them

  1. September 2024

    Specsavers precursor · Sep 15 ’24

    Specsavers aired the accompanying Airport television commercial on Channel 9News.[1]

    From Ted Lasso to Airport Mayhem, Declan Lowney Directs Specsavers’ latest campaign
    Open the first post ↗

  2. Specsavers / TBWA Melbourne seed · Sep 16 ’24

    Wrong-city welcome signs launched at Sydney and Melbourne airports.[1][2][3]

    SPECSAVERS | AIRPORT | SEPTEMBER 2024

  3. Campaign Brief press · Sep 16 ’24

    Campaign Brief reported the airport placements alongside the television launch.[1]

  1. platform jump · Sep 19 ’24

  2. backlash · Sep 20 ’24

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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