Specsavers selected podcast

This case is about something important and something far beyond the commercial. It's about something that affects us all - eye health. Specsavers takes this topic very seriously!

Specsavers is the world's largest optician chain and has 85 stores and 1.7 million customers in Norway.

When they wanted to highlight the importance of eye tests, they chose to place their trust in Aller Media. Then they had a message: "When was the last time YOU checked your eyesight?".

Sight is one of our most important senses and did you know that over half of all vision loss could have been avoided? Specsavers knows this and now they wanted to spread the knowledge that can save your eye health.

The aim of the collaboration with Aller Media was to highlight the importance of taking care of our eye health and to draw attention to this important issue. Aller Media would also help to reinforce the well-established communication strategy as part of the media mix.

The power of the listening bubble

To communicate an important and vulnerable topic, Aller Media needed the right format. A channel that you choose yourself, that is personal, intimate, credible and that cuts through the noise - that's how they chose podcasts.

- We're talking about an emotional topic here, and this places demands on how we should and can communicate it," says Anniken Elvik, Strategic Group Customer Manager at Aller Media, and continues

- This requires a channel with the right creative and communication skills. A channel that can carry the important message. That's why we chose podcasts as our channel.

According to The Great Pod Report, podcasts are a format we choose when we want time to ourselves and we experience them as a friend in our ears. Advertising in podcast format is also perceived as less noise and rather a natural part of listening, and was therefore a perfect match for the campaign with Specsavers.

- In this format, Specsavers had the listener all to themselves and without any noise. It created a listening situation with high attention and where the message was perceived as extra credible," says Elvik

Important synergy

Anne-Kat. Hærland has long had problems with her eye health and has been open about her diagnosis of "Retinitis pigmentosa".

- Because of my eyesight, I can appear rude, because I don't see you extending your hand to greet me. I don't realize you're walking right past me. I have to move my head to take in more things ... I've also started informing people that I don't make eye contact all the time, because my eyes get so tired," Anne-Kat. told Aftenposten earlier this year.

Therefore, Anne-Kat's podcast "Anne-Kat. om 90-talet" was a strong match with Specsavers and a choice that reflects credibility. Anne-Kat. as a profile also reflects the values of Specsavers. She has a personal interest and experience in eye health - just like Specsavers.

- We know that strong voices build brands, and for this campaign we found perhaps the strongest voice of all to convey this message. You rarely find a stronger creative anchoring and context," says Elvik.

Unique and genuine content

The solution was a series of topical spots recorded by Anne-Kat. that ran every week for 10 weeks with unique and genuine content that got the listener's attention.

Over 90% of those who listened to the podcast caught the ad, and 85% of listeners reflected the Specsavers audience.

The campaign contributed greatly to reinforcing the communication strategy during the period. In addition, Specsavers achieved the highest market share in 2022 for eyewear with 39% in November, which is far ahead of the competition.

At the end of the campaign period, they also saw an increase in top-of-mind of 2 percentage points, as well as a 3.3% increase in the number of eye tests in a period that usually has lower activity.

- Together with Aller Media, we have developed creative and contemporary content with Anne-Kat's podcast, which has been right at the heart of what Specsavers is. We know Anne-Kat. and her eye disease well and immediately saw the strong connection," says Netta Myhren, Head of Marketing at Specsavers Norway.