Specsavers is shifting its health strategy beyond eyesight, launching a new integrated campaign designed to turn its lesser-known Audiology arm into a growth driver across Australia and New Zealand.
The campaign, titled ‘A little bit obsessed’, is now running nationally across broadcast TV, video on demand, radio and social.
While Specsavers has offered hearing services for eight years, the brand says the category has remained one of its “best kept secrets.”
This campaign marks its most visible push yet to reposition hearing care as a core pillar of the business – not a side service.
Turning passion into product
The hero AV assets follow one dedicated Specsavers Audiology Professional as he talks ceaselessly about hearing – at dinner with friends, in the dentist chair, even mid-flight – before the story lands in a quiet, human moment of personalised care for a customer.
It’s classic Specsavers humour, but with a sharper commercial edge.
The campaign is built to make expertise feel emotional, not clinical – and to position Audiology as essential, not optional.
“This new campaign gives Specsavers a powerful platform to talk about expertise in a way that truly connects with people – helping them feel understood, supported and reassured,” the brand said.
“It’s designed to build confidence, strengthen trust and deepen loyalty by highlighting that when it comes to hearing care, we’re a little bit obsessed.”
For a brand long synonymous with eyewear, the strategy is clear: expand the brand’s emotional territory while scaling its healthcare footprint.
‘We could have led with awards – but we chose people’
Steph Barr, Head of Audiology Marketing, ANZ, said the creative choice was driven by human truth rather than credentials.
“We could have told people Specsavers has offered Audiology for eight years, or that Australians voted us the winner of the 2025 Reader’s Digest Quality Service Award, but there’s really nothing more compelling than the passion and expertise our qualified Audiologists and Audiometrists bring to work every day.
“Everyone’s got a friend or family member who’s so passionate about what they do that sometimes they just can’t contain their excitement, and that’s the human truth we wanted to tap into with this campaign,” she said.
The idea was developed by TBWA\Melbourne, which leaned into intensity as a creative device rather than something to soften.
Stephanie Gwee, Creative Director at TBWA\Melbourne, said the team reframed ‘obsession’ as ‘reassurance’.
“Ears are complicated and incredibly personal – so the people who specialise in them kind of have to be obsessed. The creative leap was realising that obsession isn’t a flaw, it’s the product.
“Our audiologists are deeply qualified, wildly passionate and relentlessly earnest – exactly who you want looking after your hearing. So instead of sanding that energy down, we dialled it right up,” she said.
Media strategy built around trust, not noise
Media agency EssenceMediacom led the rollout, designing the plan around high-attention environments rather than short-term reach spikes.
The campaign will run nationally from January across broadcast TV, video-on-demand services, radio, and social media.
Stefanie Crisafi, Group Client Director at EssenceMediacom, said the strategy focused on emotional relevance over transactional prompts.
“The approach for media was clear and focused – to amplify the authentic passion and expertise of Specsavers Audiology professionals. Hearing loss can be a deeply personal journey, so our objective was to connect those in need with the trusted and supportive hearing care that Specsavers Audiology proudly offers, through targeted and engaging media touchpoints.”
Why this matters for the brand
This is more than a category campaign. It’s a signal that Specsavers is actively repositioning itself as a broader health services brand – not just an eyewear retailer.
By giving Audiology a distinct emotional platform, the business is carving out space for growth in a category where trust, empathy and continuity matter as much as price.
Credits
Creative Agency: TBWA\Australia
Media Agency: EssenceMediacom
Specsavers:
Benjamin Scales, Director of Growth Audiology ANZ
Steph Barr, Head of Audiology Marketing ANZ
Natasha Wells, Marketing Manager Audiology – ANZ