2019 Bronze Best Use of Unaddressed Print
04 Dec 2019
Agency: Whistl (Doordrop Media)
Campaign Name: Audiology Pants / Plants
Specsavers sought to ensure people knew about its Audiology service.
It used doordrops to reach prospects most likely to suffer from hearing difficulties.
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 to disarm consumers and relax them into talking about hearing concerns.
A data and insight approach maximised impact and performance.
Historical data was modelled and regional customer profiles used to boost relevance and target prospects.
Hearing loss can be a traumatic time for sufferers.
Messaging must quickly engage a consumer and relate to them, allowing them to open up and consider the need and benefits.
A four-page leaflet was chosen to inform prospects of Specsavers’ expert service.
The content drew on learnings from ongoing focus groups. Hearing problems were synonymous with lost youth - even though many participants felt young.
This youthful humour - fitting with the retailer’s tone of voice - was established as a route to engage prospects.
The doordrop took consumers on a journey to a call to action: risqué humour (plants misheard as pants); striking images; engaging family by discussing everyday problems with levity; and a “no one will ever know” approach explaining how technology has made aids smaller.
3.8 million households reached over seven weeks, delivering 1,727 calls; a 32% increase on 2018.
The doordrop was ranked positively above TV and out of home.
Doordrops helped to normalise hearing health, and also built long-term consideration of the service.
The creative treatment moved the leaflet from eight to four pages, cutting print costs, while improving brand consideration by 15% and purchase intent by 10%.
David Bedwin, Group Account Director, Whistl - Garry Woodward, Account Manager, Whistl - Pip Queripel, Head of Marketing (Audiology), Specsavers - Dave Legge, Senior Marketing Manager, Specsavers