Specsavers sought to ensure people knew about its Audiology service.
It used door drops to reach prospects most likely to suffer from hearing difficulties.
Despite being the UK's leading high-street audiologist, awareness of this Specsavers service was poor.
The retailer sought to understand more about its audience to increase its presence.
The campaign also needed to break down resistance to accepting hearing problems and wearing an aid, normalising it as an issue.
Focus groups were used to develop the communication style.
While a sensitive, serious subject, humour was established as a way to disarm consumers and relax them into talking about hearing concerns.
A data and insight approach maximised impact and performance.
Historical data was modelled and regional customer profiles used to boost relevance and target prospects.