Winner
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. They wait around 10 years to get their hearing checked, resulting in a reduced quality of life and feelings of isolation. But what many don’t know is that if you get it checked and addressed early on, you can limit the damage in the long-run.
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 releasing it by ‘Rick-Rolling’ the world on social media with a tease-and-reveal launch which created millions of engagements across social, phenonmenal earned coverage and we even used the song to create a disruptive radio ad.
All creating a cultural moment and huge conversation around hearing loss, that also delivered business impact for Specsavers - with a 66% increase in hearing test bookings.
Judges’ comments
Golin, Virgo and Specsavers have clearly outlined the issue and task in hand, with clear objectives. It was a great example of creative effectiveness and how humour can be used to communicate effectively. An important area of unmet need, a clear and innovative strategy, with well thought out, creative and perfectly toned programme. Lovely to see the red thread through this submission right through to the evaluation and metrics. Phenomenal results! It was an incredible campaign, hitting all the right notes.
