Highly commended
The Misheard Version
by Golin and Virgo Health for Specsavers
Summary of work
Studies show that people avoid hearing tests due to stigma around hearing loss. Waiting around 10 years to get their hearing checked.
To start a new, less scary public health conversation about hearing loss and encourage people to get their hearing tested, Specsavers turned one of the most famously misheard songs into a hearing test you couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with the wrong lyrics people have been mishearing for years – from ’never gonna run around with dessert spoons’ to ’nits with any other guy’.
We then released it by ‘Rick-Rolling’ the world on social media with a tease-and-reveal launch creating millions of organic views and engagements across social, phenomenal earned coverage and we even used the song to create a disruptive radio ad.
Above all, this creativity was effective. Smashing objectives and driving huge shifts in public awareness and attitude around hearing loss, as well as increasing hearing test booking volumes by 66% and shifting perceptions of Specsavers as an expert audiology brand. Specsavers’ message on hearing loss was heard loud and clear.
Judges’ comments
The humour in this was clear – everyone has mis-heard lyrics! It was a great piece with impact and creativity. It really connected the dots from start to finish with a strong idea and the judges couldn’t recall seeing anything like it before. It ticked all the boxes and resonated across all age groups. Brilliant!
