Binga banter: OPSM, the Ashes and the cardboard cut-outs

HOW do you make eye care interesting? Well, mocking the Poms always helps.

OPSM is the eye-care partner for Cricket Australia. Certainly not overly exciting in itself, so the company had to think outside the square in a campaign to raise awareness of its message.

They had access to the legitimate content of international cricketers talking about the importance of their eyes in their sport – what they look for as batsmen and bowlers – but needed something more attention-grabbing.

That happened the moment Brett Lee said: “We invited the English cricket team, but they said, ‘No’. So, we got the next best thing … cardboard cut-outs!”

Grabbing people’s attention by suggesting England is only slightly better than a bunch of cardboard cut-outs is a technique by OPSM founded in apt timing, given the current state of the Ashes.

The anticipation around the return Ashes series to Australia this year was already at fever-pitch due to the historical significance, as Australia looked to avoid four consecutive series losses for the first time since 1980.

The focus of the spotlight then burnt fiercely as David Warner’s sledge on Jonathan Trott preceded the England batsman’s return home due to a stress-related illness. Fierce turned to an outright raging storm as the stump-mic picked up Aussie skipper Michael Clarke telling James Anderson to “get ready for a broken … arm”, before Australia romped to a dominant win in the first Test at the Gabba in Brisbane.

So leveraging that focus was simply a lesson in marketing by OPSM to spread n important, yet challenging, message.

Eye care is so crucial, as I can testify; I’m as blind as a bat – and not the willow kind.

My eyesight continues to deteriorate, even as I approach 30-years-old. My optometrist concedes that I’m a rarity – in his words, “You are a living contradiction to everything we’re taught in text books at university”. I’m sure my wife and several other professionals would agree.

I digress.

Eye care is crucial, particularly in a sport where success and duration of exposure to the elements are directly related. That is; the longer a player bats, the better they’re going, but the longer they’re out in the middle with the sun beating down on them.

Professional sportspeople are aware of this, but the task for companies such as OPSM is teaching it to the rest of us and explaining why it’s so important.

I’ve been lucky enough to soak up those lessons first-hand when I witnessed a distributor for a particular sunglasses brand arrive at a hotel and then saw entire team of cricketers descend on him like a flock of seagulls on a vacated fish and chip spread.

The team then takes to the field for battle looking like they’re rehearsing a scene from Star Wars: Attack of the Clones, colourful tint shimmering in the outfield.

It’s humorous, but it drives the point home.

The players get it, now for the rest of us.


This is a sponsored post, but opinions are my own.


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2 thoughts on “Binga banter: OPSM, the Ashes and the cardboard cut-outs

    • Haha you know what I reckon was awesome, was the Solver Paints ad: “Problem Solvered”.

      It entered the vernacular to the point I still sometimes use it!

      I reckon that’s the point of massive success in marketing; when a company’s slogan or name become terminology, such as how, “Have you tried searching for it?” has now been replaced by, “Have you Googled it?” and “Google” is an official adjective in the dictionary.

      And like how most people refer to inline skates as Rollerblades, simply because Rollerblades were among the first inline skates to achieve mass saturation to the public.

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