Specsavers has enlisted the “banging tunes” of Groove Armada to target the generation of over-50s clubbers who built Britain’s rave scene, to spotlight its free online hearing screener.
Developed by Golin Ketchum, in collaboration with Specsavers in-house creative team, Manning Gotlieb and Tangerine, the integrated campaign takes the brand into a new territory, with a fresh way of talking about audiology rooted in culture and lifestyle.
Dubbed “The Testlist”, the campaign features UK’s first ever club guestlist for the over-50s which is unlocked by taking the online test.
With one in five over 50s saying their hearing struggles have reduced how often they go to live music events, The Testlist gives them a reason to act, rewarding an online hearing screener with access to exclusive live music experiences.
The multi-channel campaign runs across earned, paid, influencer and experiential channels including a hero PR film featuring Groove Armada, 30” and 60” TVC, radio spots, out-of-home, events and social media.
Electronic music icons Groove Armada, who have both experienced hearing-related challenges first hand, will headline the inaugural Testlist event with an intimate DJ set at London’s Phonox on October 15 2026. Their anthem Superstylin’ celebrates its 25th anniversary this year, providing the perfect soundtrack for a generation that refuses to retire from the dancefloor.
Following the launch, The Testlist will continue to offer over 50s who take the screener the chance to secure tickets to other live music events across the UK and Ireland, with Specsavers providing hearing protection so guests can lose themselves in the music without losing their hearing.
Specsavers audiology marketing director Nick Rainbow said: “Too often in hearing-related marketing campaigns, the over 50s are depicted as ‘old’ but this is the generation that created rave culture and they’re still the ones keeping British & Irish nightlife alive. In true Specsavers style, The Testlist isn’t a typical health campaign, it’s a celebration of that culture, showing regular hearing checks are key to keep enjoying the things we love.”
Elliot Riordan, creative director at Golin Ketchum added: “The generation that built rave culture never stopped raving, so why does every health message act like their lives are over? We wanted The Testlist to start somewhere else: not ‘protect your hearing because you’re getting old,’ but ‘protect your ability to experience the things you love.’ It’s a culture-first health message, and it’s about showing a generation that we know the night isn’t over yet.”
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