The importance of cutting through the ‘blah'.
Specsavers has launched a new creative platform for Audiology services, rolling out nationally from Oct 1 across TV, BVOD, radio, outdoor and digital.
Highlighting the importance of cutting through the ‘blah’, hard of hearing Australians can now hear better with the latest affordable technology, available at Specsavers.
The platform launches with a 30-second ad set in a busy café, but all that can be heard by the viewer is ‘blah blah blah’ in a nod to the interference background noise that hard of hearing people experience.
The ‘blah’ stops when a customer walks in wearing his latest Specsavers hearing aids coupled with the tagline “cut through the ‘blah’ and hear more of the sounds you want to hear.”
The campaign, ‘High Definition Sound. Low Specsavers Price’ aims to make people think and feel differently about hearing loss and wearing hearing aids.
It puts a spotlight on the latest technology found in Specsavers Advance hearing aids and the value to match - in true Specsavers style.
For consumers, hearing solution journeys may have previously involved negative experiences with hidden costs and unsatisfactory results, but Specsavers wants people to understand that quality services are available to them at affordable prices, with no surprises.
Head of marketing, Audiology ANZ, Megan Bata, 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," she said.
"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."
Creative director Richard James said Specsavers is 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.”
Credits:
Specsavers
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
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
