Specsavers has announced its sponsorship of Channel 4’s quiz show Countdown as the brand looks to raise awareness of its audiology and home visits services.
Negotiated and bought by MG OMD, the two-year sponsorship will begin with an audiology creative that intends to shine a light on Specsavers’ expertise within hearing health. The promotion is part of the brand’s wider ‘Lost and Found’ campaign.
A total of 51 humorous idents – featuring a voiceover from actor Rob Brydon – will aim to highlight some of the everyday sounds that people commonly lose through hearing loss. Each branded ident reveals a sound within jumbled letters on the Countdown board. The correct word is then unveiled in a similar style to the Countdown conundrum.
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After a period of time, Specsavers will introduce a new suite of idents, to raise awareness of its home visits service, supporting the launch of its ‘I Don’t Go’ campaign.
“This partnership is a perfect fit,” Specsavers marketing services director, Victoria Clarke, said.
“People don’t pay as much attention to their ears as they do their eyes, but 1 in 5 people in the UK suffer from hearing loss[1]. This partnership will initially support the recent Specsavers ‘Lost and Found’ audiology campaign, using its recognisable humour to raise awareness of the importance of hearing care before championing our home visits service.”
