Specsavers / United Kingdom / 2023Social · PR Stunts
The Misheard Version.
Specsavers got Rick Astley to re-record "Never Gonna Give You Up" with the lyrics people famously mishear, then rickrolled the UK with it as a mass hearing test.
- Brand
- Specsavers
- Agency
- Golin
- Market
- United Kingdom
- Region
- Global
- Year
- 2023
The challenge
Many people put off a hearing test because they are afraid of what it might show. Specsavers needed a light way to get them to check.
The idea
Golin had Astley sing the misheard lyrics of his own hit and framed the release as the world's first mass hearing test. A teaser on Astley's channels opened the campaign on 23 October 2023, followed by Facebook, Instagram, TikTok, YouTube and radio through a partnership with Bauer Media.
Results
- According to Golin, the song was played 20 million times in eight hours.
- Golin reports the story ran in 95% of the UK's major titles.
- By the agency's figures, hearing test bookings came in 1,220% above target.
Case study source: Golin Source ↗
Awards
- Cannes Lions 2025Creative Effectiveness – C03 ACQUISITIONGold
- Cannes Lions 2024Audio & Radio – A01 USE OF AUDIO & RADIO AS A MEDIUMGrand Prix
- Cannes Lions 2024Audio & Radio – D02 HEALTHCARESilver
- Cannes Lions 2024PR – A02 HEALTHCAREGrand Prix
- Cannes Lions 2024PR – F05 USE OF HUMOURSilver
- Cannes Lions 2024Audio & Radio – B01 USE OF MUSICGold
- Cannes Lions 2024Health & Wellness – C02 HEALTH SERVICES & FACILITIESSilver
Credits
- Creative agency and PR
- Golin
- Media agency
- Manning Gottlieb OMD
- Additional company
- Tangerine
- Media placement
- Bauer Media
- Artist
- Rick Astley
