Golin Wins Cannes Lions Grand Prix For Misheard Campaign
Date
6/18/2024 7:13:50 PM
(MENAFN- PRovoke)
CANNES, FRANCE - Golin's work for UK optical chain Specsavers has won a prized Grand Prix at the Cannes Lions International Festival of Creativity.
Golin won the award for its“Misheard” campaign, what the agency calls“The World's First Mass Hearing Test.”
Aimed at taking the fear out of hearing tests, the initiative centered around turning
“one of the most famously misheard
songs into a hearing test
people couldn't ignore.”
That involved re-recording Rick
Astley's“Never
Gonna
Give
You Up” and releasing it across the UK. This time, the single was packed with commonly misheard lyrics.
In eight hours, 20 million people played the new "Misheard Version,” doubling online searches for hearing loss and making it a nationally trending topic on Google. The story made news in 95% of the UK's major titles and Specsavers saw hearing test bookings rise a record 1220% above target.
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