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Specsavers audio campaign allows customers to book a hearing test via Alexa devices

David Murphy

Specsavers has launched an audio campaign that enables customers to book their free hearing tests online via their Alexa smart speaker. Smart speaker listeners who hear the Specsavers ad on digital radio stations will be able to say "Alexa, open Specsavers Hearing", to have a booking link sent to their mobile phone immediately. They are then just one click away from filling out the appointment form on the Specsavers website. The campaign has been created by voice assistant ad tech firm, Say It Now.

Specsavers wanted to investigate different ways of encouraging customers to book appointments for hearing tests. Traditionally, they would use radio to drive people online to book their appointment, but this time decided to use actionable audio adverts to help bridge the gap between audio and booking.

The campaign aims to reach millions of listeners via smart speaker devices. Research shows that 39 per cent of UK Adults have access to a smart speaker at home, and Juniper Research predicts that the growing use of voice assistants will drive the value of smart home payments to $164bn in 2025. Leading 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 company, which is responsible for more than $50bn in annual media investment through WPP agencies.

“Hearing health is massively important and can influence peoples’ quality of life,” said Gordon Harrison, Chief Audiologist at Specsavers. “We want to make sure that it is front of mind for people across the country, and that’s why we decided to partner with Say It Now to launch our first ever actionable audio advert so that we can make it as easy as possible for people to book a hearing test. We pride ourselves on being an innovative brand and hope to roll out this technology for our other products and services in the future.”