THE HEARING TEST IN DISGUISE

Short List
TitleTHE HEARING TEST IN DISGUISE
ClientCOCHLEAR
Product / ServiceCOCHLEAR IMPLANTS
CategoryB05. Use of Broadcast
EntrantCHE PROXIMITY Sydney, AUSTRALIA
Idea Creation CHE PROXIMITY Sydney, AUSTRALIA
Media Placement CHE PROXIMITY Sydney, AUSTRALIA
PR CHE PROXIMITY Sydney, AUSTRALIA
Production REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Production 2 NOISE INTERNATIONAL Sydney, AUSTRALIA

The Campaign

Based on the insight that people with hearing loss are in denial, we developed a way to test their hearing, without them knowing. ‘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. The beauty of the idea lies in the parallel between the perceived deterioration of the on-screen relationship by hearing loss sufferers, and the growing disconnect they may be experiencing in their own life, due to hearing loss. This subtle reminder demonstrates the effects of a condition that they may have refused to admit.

Creative Execution

- Our film was created with a complex orchestration of script, direction and sound. Sounds, words and environments were used which people with hearing loss have difficulty with. Performances were choreographed to be interpreted negatively and the ability to lip-read was taken away. - We needed to test peoples hearing without them knowing. This included airing the short film in cinema before feature films targeted at the older demographic. In addition, we aired the film at Seniors Film Festivals. - Social-led teasers, content pieces and display drove the target to the website to watch the film, without knowing it was a hearing test. -  PR push in broadcast channels provided the perfect opportunity to spark conversation. - Microsite allowed users to watch the film and take a further hearing assessment. Those with a poor result were offered a free consultation, and their data was integrated into Cochlear’s lead nurture program.

Results

We turned the hearing test on its head, disrupting the ambivalence of our audience and inspiring them to act. By creating a subtle, enjoyable and easily accessible hearing test, the campaign has exceeded all set KPIs: • Tested 113,407 Australian’s hearing in the first 16 weeks– people who normally may have not been tested • 8,558 took a further hearing assessment • 155,294 visitors to the microsite, with a bounce rate of only 3% • Average time on page is 14 minutes, demonstrating high engagement • Exceeded our key commercial objective of filling Cochlear’s sales funnel with 1,465 highly engaged, high value leads • Delivered a successful Return Ratio of 25:1. Most importantly, after experiencing the hearing test in disguise, our first candidate will be undergoing surgery to receive a life-changing Cochlear implant in mid-August this year.

This campaign was grounded in the understanding that our audience were deliberately choosing not to respond, or even respond to a condition that was seriously effecting their quality of life. Our main objective was to inspire action amongst a complacent and even actively resistant audience. Using a uniquely subtle approach, it kept the audience engaged throughout a lengthy and personally challenging journey to help them understand they have a problem. This included watching a short film, completing an interactive online assessment and finally signing up for a personal consultation and entering Cochlear’s lead nurture database.

Direct to consumer Cochlear had traditionally focused their efforts on communicating to hearing professionals and audiologists, seeking recommendation as opposed to request. However, as consumers are not actively visiting hearing professionals and hearing professionals are becoming less influential in brand choice, we needed to make a bold strategic leap and go directly to the consumer. Specifically those over the age of 55 who are more likely to suffer and less likely to act. Disrupt the denial 85% of hearing loss sufferers were denying their symptoms. Considering this behavioural barrier, it was clear that we couldn’t just tell people they had a problem, we had to demonstrate it. Drive action Once those with hearing loss recognised they had an issue, we needed them to act. It was vital to capture their details so they would enter Cochlear’s lead nurture program and begin their journey with Cochlear

Credits

Name Company Position
Chris Howatson CHE Proximity CEO
David Halter CHE Proximity Managing Director
Ant White CHE Proximity Executive Creative Director
Brian Jefferson CHE Proximity Group Creative Director
Mariana Rice CHE Proximity Group Account Director
Ben Stainlay CHE Proximity Creative Director
Alice Jamieson CHE Proximity Senior Account Manager
Lily Tidy CHE Proximity Strategic Planner
Elizabeth Geor CHE Proximity Head of Experience
Olivia Scott CHE Proximity Media Planner
Hannah Garcia CHE Proximity Media Planner
Elliot Tindale CHE Proximity Performance Manager
Jamie Metcalfe CHE Proximity Digital Products Manager
Blair Patterson CHE Proximity Digital Producer
Tori Taylor CHE Proximity Executive Producer
Jenny Livingston CHE Proximity Senior TV Producer
Rollo Hardy CHE Proximity Digital Designer
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