First Independent Audiologist to trial Addressable TV advertising in UK

redPepper team introduce The Hearing Care Centre to the world of TV advertising

Featured Project

The Hearing Care Centre

The Hearing Care Centre is a multi-award-winning independent hearing aid practice based in Colchester, with clinics throughout North Essex. Independently owned, the business has a strong local reputation and customer base. redPepper has worked for The Hearing Care Centre for over 5 years delivering marketing campaigns throughout the years. In 2023, the business owner wanted to increase footfall, telephone enquiries, and appointment bookings prior to Christmas, whilst building brand awareness and recall amongst high affluent 50+ demographic within a 10-mile radius of their flagship clinic in Colchester.

The Challenge

This campaign objectives were:

Increase telephone and web enquiries in Q3 2023
Increase appointment bookings in Q3 2023
Increase brand awareness and recall amongst high affluent, 50+ demographic within 10-mile radius of the client’s store in Colchester

To meet these challenges, we needed to design a campaign that had a targeted reach, creating empathy and trust. Previously, the brand had successfully utilised door-to-door leaflet drops with a good return on investment, but now more was required.

The client is entrepreneurial and always willing to try new techniques to achieve the best results for both clients and the business. This presented an ideal opportunity to explore Addressable TV advertising as a new, high impact, media channel. As the client already had a strong email marketing and digitial advertising presence, this was the ideal next step forward.

Family values and personal relationships are key to the business, therefore a TV ad would need to reflect and build on these values. Hearing loss is a sensitive subject for many people, so a carefully crafted approach was needed to win the hearts of the target market.

The Solution

1redPepper created a multi-channel 8-week campaign including digital TV advertising, door-to-door mailing, pay-per-click advertising, social media and print media within the target geography. The campaign messaging positioned the brand as family-owned, independent, experts. The TV ad specifically used scenes from the Colchester clinic and featured staff to increase recognition and engagement. All assets for the campaign, including TV, were created by redPepper’s in-house production team.

Delivery

17,200 leaflets delivered direct to homes in the target area
Sky TV: 86,782 target impressions for a target audience of UK residents in target geography, Adult is 55 Plus, Affluence is High or Very High
Organic social media campaign
Google Ads (Pay-per-click)
Customer newsletter (print)
Customer email newsletter

Outcomes and results

Sky TV: 87,121 impressions, 68% reach, 17.3 frequency. The impressions over-delivered at no further cost.
17,204 leaflets delivered direct to homes in the target area
30% increase in revenue (Q4 2023 vs Q4 2022)