Specsavers / المملكة المتحدة / 2023التواصل الاجتماعي · حملات العلاقات العامة
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.
- العلامة التجارية
- Specsavers
- الوكالة
- Golin
- السوق
- المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2023
التحدي
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.
الفكرة
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.
النتائج
- 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.
مصدر دراسة الحالة: Golin المصدر ↖
الجوائز
- Cannes Lions 2025Creative Effectiveness – C03 ACQUISITIONذهبية
- Cannes Lions 2024Audio & Radio – A01 USE OF AUDIO & RADIO AS A MEDIUMالجائزة الكبرى
- Cannes Lions 2024Audio & Radio – D02 HEALTHCAREفضية
- Cannes Lions 2024PR – A02 HEALTHCAREالجائزة الكبرى
- Cannes Lions 2024PR – F05 USE OF HUMOURفضية
- Cannes Lions 2024Audio & Radio – B01 USE OF MUSICذهبية
- Cannes Lions 2024Health & Wellness – C02 HEALTH SERVICES & FACILITIESفضية
فريق العمل
- Creative agency and PR
- Golin
- الوكالة الإعلامية
- Manning Gottlieb OMD
- Additional company
- Tangerine
- Media placement
- Bauer Media
- الفنان
- Rick Astley
