This is the story of how MG OMD brought a dozen partners together to create what was probably the world’s largest ever reactive campaign for Specsavers to help the nation understand the importance of regular eye tests. While eye test avoiders understood that eye tests were important, 14m people weren’t having regular tests because it was just a few steps too far down the to-do list. The insight was that most of the things above just weren’t that important – such as trivial media moments. So, we took on the trivial by creating a witty juxtaposition between the importance of eye health and the triviality of most media content. A powerful group of partners helped make this a reality across multiple channels under our ‘More Important Than’ banner, allowing us to mimic online newsbrand headlines, react to the hot topics of the day on digital out-of-home, reference moments that had just happened in TV programmes and even create and broadcast primetime TV ads the same day. This approach created spectacular impact – not just unprecedented levels of ad awareness and brand buzz, but also driving 40,000 more customers into stores to have their eyes tested.