THE HEARING TEST IN DISGUISE

  • SUB CATEGORY : BEST INTEGRATED CAMPAIGN
  • COMPANY ENTERING : CHE PROXIMITY, MELBOURNE
  • TITLE : THE HEARING TEST IN DISGUISE
  • BRAND : COCHLEAR
  • ADVERTISER : COCHLEAR
  • AGENCY : CHE PROXIMITY, MELBOURNE
  • CHIEF CREATIVE OFFICER : ANT WHITE
  • CREATIVE DIRECTOR : BRIAN JEFFERSON
  • ACCOUNT DIRECTOR : MARIANA RICE
  • ACCOUNT MANAGER : ALICE JAIMESON
  • STRATEGIC PLANNER : LILY TIDY
  • AGENCY PRODUCER : JEN LIVINGSTON
  • FILM PRODUCTION COMPANY : REVOLVER/WILL O’ROURKE, SYDNEY
  • DIRECTOR : PETE BAKER
  • FILM PRODUCER : JASMIN HELLIAR
  • POST-PRODUCTION COMPANY : REVOLVER/WILL O’ROURKE, SYDNEY
  • EDITOR : PHILIP HORN
  • POST PRODUCER : JASMIN HELLIAR
  • SOUND PRODUCTION COMPANY : NOISE INTERNATIONAL, SYDNEY
  • SOUND DESIGNER : KATHLEEN BURROWS
  • MUSIC COMPOSER : BRUCE HEALD
  • CAMPAIGN SUMMARY :
    AUSTRALIA IS IN THE MIDST OF A SILENT EPIDEMIC. 3.5 MILLION PEOPLE ARE LIVING WITH SOME FORM OF HEARING LOSS, HOWEVER 85% DO NOTHING ABOUT IT. AS THE GLOBAL LEADER IN IMPLANTABLE HEARING SOLUTIONS, COCHLEAR’S BIGGEST COMPETITOR IS NOT A RIVAL BRAND
    – IT’S THE INACTION OF THEIR POTENTIAL CUSTOMERS. THIS CAMPAIGN AIMED TO GET THOSE IN DENIAL ABOUT THEIR HEARING LOSS TO RECOGNISE THEY HAVE A PROBLEM. ‘DOES LOVE LAST FOREVER?’
    IS A SHORT FILM WITH TWO DIFFERENT ENDINGS, DEPENDING ON THE VIEWER’S HEARING ABILITY. IT’S A HEARING TEST IN DISGUISE.
    WE CREATED A FILM WITH TWO ENDINGS THROUGH COMPLEX ORCHESTRATION OF THE SCRIPT, DIRECTION AND SOUND DESIGN. WORKING WITH LEADING AUDIOLOGISTS AND SOUND ENGINEERS TO INFORM ALL ASPECTS OF THE FILM. BY DISGUISING THE HEARING TEST AS A SHORT FILM, WE WERE ABLE TO TURN WHAT CAN BE A DAUNTING EXPERIENCE INTO A SUBTLE, ENJOYABLE AND ACCESSIBLE TESTING DEVICE. WE SELECTED UNBIASED ENVIRONMENTS LIKE CINEMAS AND FILM FESTIVALS WHERE WE COULD DELIVER A TRUE DISGUISED TEST WHEN OUR AUDIENCE’S GUARD WAS LOW. CONTENT WAS SEEDED VIA SOCIAL, OUTBRAIN AND DIGITAL DISPLAY, TO DRIVE PEOPLE TO THE MICROSITE TO WATCH THE FILM, WITHOUT KNOWING IT WAS A HEARING TEST.
  • THE BRIEF :
    HEARING LOSS IS AN EMOTIONAL CONDITION WITH SUFFERERS GOING UNTREATED FOR MANY YEARS, ISOLATING THEMSELVES FROM SOCIAL SITUATIONS, RESULTING IN A DISCONNECTION WITH OTHERS. IT IS AGAINST THIS BACKDROP THAT COCHLEAR DECIDED TO LAUNCH THEIR FIRST MAJOR CONSUMER FACING CAMPAIGN, AIMING TO: OBJECTIVE
    1: GET PEOPLE QUALIFIED AS SUFFERING FROM HEARING LOSS TO TAKE A HEARING TEST. KPI: TEST THE HEARING OF 100,000 AUSTRALIANS OVER THE AGE OF 55, OVER 12 MONTHS. OBJECTIVE 2: GET PEOPLE TO ENGAGE WITH THE COCHLEAR BRAND. KPI: 120,000 VISITORS TO THE WEBSITE. OBJECTIVE 3: GENERATE LEADS AND NURTURE ALONG THE JOURNEY TO A COCHLEAR IMPLANT. KPI: 1,500 LEADS VIA MICROSITE, OVER 12 MONTHS.
  • THE STRATEGY :
    SUFFERERS DEMONSTRATE A STRONG SUB-CONSCIOUS BARRIER TO HEARING LOSS, BLINDING THEM TO THE FACT THAT THEY MIGHT BE DEALING WITH A PROBLEM. IN DENIAL ABOUT JUST HOW BAD THEIR HEARING IS, OR SIMPLY DISMISSING IT AS A PART OF GROWING OLD,
    THEY CONTINUE TO LIVE WITHOUT WHAT THEY ONCE TOOK FOR GRANTED.
    THIS DENIAL WAS THE DRIVING INSIGHT BEHIND OUR CAMPAIGN AND IT WAS CLEAR WE HAD TO DISRUPT IT. CONSIDERING THIS BEHAVIOURAL BARRIER, WE COULDN’T JUST TELL PEOPLE THEY HAD A PROBLEM, WE HAD TO DEMONSTRATE IT. CREATIVE EXECUTION: ‘DOES LOVE LAST FOREVER?’
    IS A SHORT FILM WITH TWO DIFFERENT ENDINGS, DEPENDING ON THE VIEWER’S HEARING ABILITY. IT’S A HEARING TEST IN DISGUISE. THE FILM FOLLOWS A COUPLE’S RELATIONSHIP OVER FOUR DECADES, AND POSES THE QUESTION “DID LOVE LAST?” FOR THOSE WHO CAN HEAR WELL,
    THEIR RELATIONSHIP REMAINS LOVING. BUT THE FILM IS SCRIPTED AND PRODUCED IN SUCH A WAY THAT PEOPLE WITH A HEARING PROBLEM PERCEIVE THE RELATIONSHIP TO DETERIORATE. COMMUNICATION STRATEGY: WE NEEDED TO DELIVER A HEARING TEST, WITHOUT THE AUDIENCE KNOWING. WE SELECTED UNBIASED ENVIRONMENTS WHERE WE COULD DELIVER A TRUE DISGUISED TEST WHEN OUR AUDIENCE’S GUARD WAS LOW.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WORKING WITH LEADING AUDIOLOGISTS AND SOUND ENGINEERS WE CREATED A FILM WITH TWO ENDINGS THROUGH COMPLEX ORCHESTRATION OF THE SCRIPT, DIRECTION AND SOUND DESIGN. CONVERTING LEADS: WITH A MODEST MEDIA BUDGET ($190K), WE WERE CONSIDERED ON WHO WE TARGETED, PUTTING MORE SPEND BEHIND PEOPLE WHO INTERACTED WITH OUR COMMUNICATIONS TO CONVERT LEADS. FILM CONTENT: THE MICROSITE’S FIRST INTENTION WAS TO DELIVER AN IMMERSIVE FILM EXPERIENCE THAT ENABLED VIEWERS TO QUESTION THE OUTCOME OF THE COUPLE’S RELATIONSHIP
    – UNKNOWINGLY UNDERGOING A HEARING TEST THEY WOULD HAVE NORMALLY REJECTED. QUANTIFYING THE DEGREE OF HEARING LOSS: AFTER WATCHING THE FILM, THEY WERE PROMPTED TO TAKE AN INTERACTIVE HEARING ASSESSMENT CREATED USING FREQUENCY SPECIFIC AUDIO AND FOOTAGE FROM THE FILM, QUANTIFYING THEIR HEARING WITH A PERCENTAGE SCORE. DRIVING ACTION: A NEGATIVE TEST RESULT PROMPTED DATA CAPTURE FOR A FREE CONSULTATION WITH COCHLEAR. THIS INTEGRATED WITH COCHLEAR’S LEAD NURTURE SYSTEM, GRADED THE SCORE AND PLACED THEM ON THE RELEVANT TREATMENT PATH. UNIQUE MESSAGES WERE SERVED THROUGHOUT THE JOURNEY BASED ON PREVIOUS ENGAGEMENT VARIABLES, AND MEDIA WAS OPTIMISED DAILY TO MAXIMISE LEADS. CONTENT WAS SEEDED VIA SOCIAL, OUTBRAIN AND DIGITAL DISPLAY TO DRIVE TO THE MICROSITE TO WATCH THE FILM, WITHOUT KNOWING IT WAS A TEST.
  • THE RESULT :
    WE TURNED THE HEARING TEST, WHICH CAN BE A DAUNTING EXPERIENCE FOR OUR OLDER TARGET, ON ITS HEAD. BY CREATING A SUBTLE, ENJOYABLE AND EASILY ACCESSIBLE HEARING TEST. THE CAMPAIGN EXCEEDED ALL KPIS AND RESULTED IN A SUCCESSFUL ROI OF
    25:1: OBJECTIVE 1: GET 100,000 AUSTRALIANS OVER THE AGE OF 55 WHO QUALIFIED AS SUFFERING FROM HEARING LOSS TO TAKE A HEARING TEST, OVER 12 MONTHS. RESULT: 137,000 PEOPLE HAVE TAKEN A HEARING TEST OBJECTIVE 2: GET PEOPLE TO ENGAGE WITH THE COCHLEAR BRAND VIA 120,000 VISITORS TO THE WEBSITE. RESULT: 176,192 VISITORS TO THE MICROSITE, WITH A BOUNCE RATE OF ONLY 6.22%. OBJECTIVE
    3: GENERATE 1,500 LEADS VIA MICROSITE IN 12 MONTHS AND NURTURE ALONG THE JOURNEY TO A COCHLEAR IMPLANT. RESULT: 2,731 HIGH-VALUE LEADS AND MOST IMPORTANTLY, 8 PEOPLE HAVE ALREADY RECEIVED THIS LIFE CHANGING SURGERY AFTER SEEING OUR CAMPAIGN. MORE ARE IN THE PIPELINE TO RECEIVE A COCHLEAR IMPLANT IN 2018.
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