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Marketing Creative Works Specsavers

Specsavers’ hearing test audio ad allows listeners to book appointments through Alexa


By John Glenday | Reporter

June 15, 2022 | 3 min read

Specsavers is easing the process of booking a hearing test with the launch of its first actionable audio advert, enabling customers to book a hearing test simply by saying the words to their Alexa smart speaker.


Specsavers has shown its vision with its first actionable audio advert

Heralded as the missing link between radio and digital, the novel format has been made possible by Say it Now, the voice assistant adtech firm, which has partnered with the high street clinic.

On hearing the digital radio advert through their smart speakers, audiences will be able to avail themselves of an appointment by saying: ‘Alexa, open Specsavers hearing,’ at which point a booking link will be sent directly to the user‘s mobile phone.

Intended to minimize booking friction, the smart ad format follows research suggesting that 39% of UK adults now have access to a smart speaker in the home, fuelling a surge in the use of voice assistants. This could, in turn, drive the value of smart home payments to $164bn by 2025.

Maria Cadbury, director of strategic partnerships at Say It Now, said: “Our technology focuses on accessibility and convenience and means that people – in the hustle and bustle of everyday life – are still able to do the small but important things, such as book a hearing test.”

Gordon Harrison, chief audiologist at Specsavers, added: “Hearing health is massively important and can influence quality of life. 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.”

Say It Now is also the voice partner of GroupM and has previously partnered with MediaCom and Bayer on interactive smart speaker campaigns for brands including vitamin drink Berocca and Talisker whisky.

Specsavers has been simultaneously pushing its ‘should’ve gone to Specsavers’ mantra with a series of off-kilter billboards.

Marketing Creative Works Specsavers

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