Specsavers, a UK company known for eyewear, aimed to increase hearing screenings in 2024 by 5% among 40–60 year olds and 25–40 year old influencers.
The challenge
Specsavers provided some audiological services, but to achieve their objective they had to reposition as a hearing expert too. They needed to cut through stigma, open a new conversation, and establish regular hearing checks for long-term health.
The strategy
The Misheard Version: The World’s First Mass Hearing Test, designed to provoke many conversations about hearing loss.
Specsavers partnered with Rick Astley to re-record his iconic "Never Gonna Give You Up" with misheard lyrics like "Then I'm going to run around with dessert spoons," "You wouldn't catch nits from any other guy," and "your aunt's been naked."
How it worked
The song was released without explanation on social media and radio, framed as a national hearing test. Puzzled listeners jumped online to debate the odd lyrics, realizing it was a ploy to raise awareness.
- Specsavers seized the buzz, explaining the stunt and offering free hearing checks.
The result
The campaign exceeded all expectations.
- Hearing screenings at Specsavers rose by a staggering 66% compared to their target of just 5%. This 1,220% above-target increase in bookings was unprecedented in Specsavers' history.
- A cryptic tweet on Rick Astley's social channels gained nearly 10 million views, helping to generate awareness.
The creative strategy won Influencer Marketing Gold at The Drum Awards for Marketing EMEA 2024. But better yet, it started conversations around hearing health across generations.
Rick hasn't given up on you!
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