Wednesday 15-06-2022 15:30
Specsavers has launched an audio campaign that allows customers to book their free hearing tests online through their Alexa smart speaker. Smart listeners who hear the Specsavers announcement on digital radio stations will be able to say “Alexa, open Specsavers Hearing”, to immediately receive a booking link on their mobile phone. They then only need one click to complete the appointment form on the Specsavers website. The campaign was created by voice assistant advertising technology company, Say It Now.
Specsavers wanted to explore different ways to encourage customers to book hearing tests. Traditionally, they used radio to get people online to book their appointment, but this time they decided to use actionable audio ads to help bridge the gap between audio and booking.
The campaign aims to reach millions of listeners through smart speakers. Research shows that 39% of UK adults have access to a smart speaker at home, and Juniper Research predicts the growing use of voice assistants will drive the value of smart home payments to $164 billion in 2025. Big brands and media agencies are looking to harness the potential of the emerging marketing channel, and Say It Now was recently selected as the voice partner of choice for Group M, the world’s leading media investment firm, which is responsible for over $50 billion in annual media investment through WPP agencies.
“Hearing health is extremely important and can influence people’s quality of life,” said Gordon Harrison, chief audiologist at Specsavers. “We want to make sure it’s on the minds of people across the country, and that’s why we decided to partner with Say It Now to launch our first-ever actionable audio ad so we can make it as easy as possible for people. book a hearing test. We pride ourselves on being an innovative brand and hope to deploy this technology for our other products and services in the future.