Grand Prix Radio & Audio / Grand Prix PR: The Misheard Version (UK)
Specsavers turned Rick Astley’s one-hit wonder into a national hearing test
To promote its audiology services, Specsavers teamed up with 1980s popstar Rick Astley to launch a re-recording of his song ‘Never Gonna Give You Up’ – this time with some lyrics amusingly tweaked.
The hit was rewritten to include some of the public’s most puzzlingly misheard lines, such as replacing ‘A full commitment’s what I’m thinking of’, with ‘A broken mitten’s what I’m thinking of’.
Hearing test bookings increased by 1,220% above the initial target, with Specsavers reporting a 66% year-on-year increase in bookings during launch week versus the target of 5%. The song was played over 20 million times in the first eight hours of the campaign, driving a 138% increase in hearing loss searches and making hearing the UK’s number one trending topic.
The campaign takes a playful and memorable approach to a serious public health issue: hearing loss. By reimagining a beloved song with relatable misheard lyrics, the campaign not only garnered massive attention (over 20 million plays and trending on UK social media) but also achieved impressive results. Hearing test bookings skyrocketed, exceeding initial targets by a significant margin. This lighthearted campaign demonstrates the power of humor and cultural relevance to raise awareness about a critical health issue and encourage people to take action and potentially improve their hearing health.