Healthcare agency McCann Health asked Sketch Events to design an ‘Urban Eye Test’ initiative for its client, OCO Opticians, to encourage people to have regular eye tests and drive business to the independent optician.


Design and Idea Creation

Prop and marketing material production

Location research and selection

Customer engagement


OCO Opticians partnered with McCann Health London and Sketch Events for a health initiative to encourage the public to have regular eye tests.

1 in 4 UK adults haven’t had their eyes checked in the last two years. 5 million aren’t even sure when they last had them checked at all.

The experiential campaign featured floor panels that allowed the public to check their sight using landmarks around London’s Brick Lane, Shoreditch and Spitalfields Market.

12 panels in total were specifically positioned to provide an eyesight test based on the question on the panel (e.g. “Can you tell the exact time on the clock?”). A QR code on the floor panels allowed users to book an eye test at OCO Opticians via their phone.

‘This is a great example of technology and creativity working together in a way that perfectly solves a business problem,’ said Guy Swimer, Creative Director Consumer Health, McCann Health.

Sketch Events were responsible for location scouting, design, artwork and installation, as well as generating interest on site and encouraging people to take the test.

People were encouraged to share their experiences on the Urban Eye Test via social media using the hashtag #urbaneyetest


Media coverage for OCO Opticians in a number leading healthcare publications, social media buzz from participants sharing their experiences online, and record bookings:

  • 60% of those who scanned the panels clicked the button to book an eye test
  • 90 people visited the bookings page via the panel compared to 6 people organically via the website
  • Campaign performed 3x better than other marketing and advertising activity
  • Record footfall and sales instore (12x better than the same period in 2017)
  • Average of 7x more eye test bookings than in October 2017