Specsavers’ new creative platform cuts through the ‘blah’
Specsavers has launched a new creative platform for its audiology services, aiming to push category boundaries and highlight the importance of affordable hearing technology.
The campaign, ‘High Definition Sound, Low Specsavers Price’ cuts through the ‘blah blah blah’, helping hard of hearing Aussies.
The spot, created by the company’s in-house creative team, sees patrons of a busy café talking ‘blah’, as a nod to the interference of background noise for hard-of-hearing Aussies, before a man walks in wearing his Specsavers hearing aids.
Megan Bata, Specsavers’ head of marketing, audiology ANZ, said: “For those experiencing hearing change, finding a solution can feel like a huge and unwelcome task. People are looking for reassurance that they’ll get the right solution at the right price.
“Unfortunately, brands aren’t saying anything that feels disruptive or new when it comes to the stigma of hearing loss. We want to move the category forward and provide services and products that are a step ahead.”
The platform spotlights Specsavers’ progressive hearing aid technology, aiming to making people think and feel differently about hearing loss and having to wear hearing aids.
“We’ve disrupted the convention of sky-high prices. And, alongside this, we have always had the technology and the expertise of our qualified audiology professionals to ensure our customers are going to get the product that solves their needs and suits their life,” Bata said.
“[The] ‘High Definition Sound, Low Specsavers Price’ creative captures this beautifully.”
Richard James, creative director at Specsavers, added: “At Specsavers we’re known for doing things differently and for helping people feel good about their eye and ear health.
“It was fantastic to be able to produce work that is in contrast to many other providers and which clearly demonstrates the product benefit in such a creative way. I have no doubt that it’ll cut through the blah.”
Rolling out nationally, the campaign is live across TV, BVOD, radio, OOH and digital.
Credits:
Client: Specsavers Audiology ANZ
Head of marketing, audiology ANZ: Megan Bata
Marketing manager, audiology: Gab Panther
Creative Agency: Specsavers Creative (In house Agency)
Creative director: Richard James
Creative: Andy Brittain
Head of planning: Liz Baines
TV producer:Alex Honnor
Head of design: Sid Tomkins
Design: Robin Davidson
Motion design: Tom Slinger
Head of integrated production: Danny Bush
Integrated producer: Michelle Lemon
Lead client partners: Kate Ilott, Lyndsey Brown and Laura Battersby
Media Agency: Initiative
Production
Executive producer: Paul Holmes
Directors: Mike Ahern & Enda Loughman / DADDY
DOP: James T Mather
Production designer: Kate Moylan
Stylist: Aisling Farinella
Production manager: Gráinne Tiernan
Editor: Kevin Whelan
Colourist: Gary Curran @ Outer Limits
Online post: Allen Sillery @ Screenscene
Post producers: Sinéad Bagnall / Anne Marie Downes
Sound design: Simon Capes @ Soho Square Studios
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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