Award winning campaign by Whistl for Specsavers helping them to raise awareness of their Audiology service.
Doordrop media is a crucial part of the local, regional and national media mix for Specsavers opticians. The use of multi-page door drops, produced in-house, supports brand engagement at a local, store-specific level in conjunction with national media and drives sales. In addition to their optometry service, they are also the UK's leading high-street audiologist, however, awareness of this Specsavers service was poor. To counter this position the retailer sought to understand more about its audience to increase its presence.
When creating the campaign and using research there was an understanding that the communication would also need to break down some of the target audiences' resistance to accepting hearing problems and wearing an aid, normalising it as an issue. Focus groups were used to develop the communication style, to ensure that while hearing issues are a sensitive and serious subject, humour could be established as a way to disarm consumers and relax them into talking about hearing concerns.
Hearing loss can be a traumatic time for sufferers, so the message needed to quickly engage with the consumer and be relatable, allowing them to open up and consider the need and benefits. A four-page multi-page leaflet was chosen to inform prospects of Specsavers' expert service. The content drew on learnings from ongoing focus groups. Hearing problems were synonymous with lost youth - even though many participants felt young. This youthful humour - fitting with the retailer's tone of voice - was established as a route to engage prospects.
The campaign reached 3.8m households over a 7 week period & delivered 1,727 calls; a 32% increase on the previous year's results. The door drop campaign results were ranked positively with Specsavers above the running TV & out of home campaigns.The use of the unaddressed printed door drop media channel helped to normalise hearing health & built long-term consideration of the service. The creative treatment had evolved from the previous campaign leaflet of eight pages to four pages, cutting print costs & still improved brand consideration by 15% & purchase intent by 10%.
The stunning campaign results were reflected in the DMA 2019 Bronze Award Win.