Specsavers: Audiology Pants/ Plants

Specsavers, an optical retail chain, promoted its audiology service in the Uk by releasing a humorous door drop leaflet to relax consumers into talking about hearing problems.

Campaign details

Brand: Specsavers

Campaign Overview

Specsavers sought to ensure people knew about its Audiology service.

It used door drops to reach prospects most likely to suffer from hearing difficulties.

Strategy

Despite being the UK's leading high-street audiologist, awareness of this Specsavers service was poor.

The retailer sought to understand more about its audience to increase its presence.

The campaign also needed to break down resistance to accepting hearing problems and wearing an aid, normalising it as an issue.

Focus groups were used to develop the communication style.

While a sensitive, serious subject, humour was established as a way...

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