|Title||THE HEARING TEST IN DISGUISE|
|Product / Service||COCHLEAR IMPLANTS|
|Category||A15. Innovation in Branded Content|
|Entrant||CHE 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|
|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|
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.
Shaping an alternate ending: This was achieved through complex orchestration of the script, direction and sound design. Working with leading audiologists we analysed patient audiograms, which informed all aspects of the film. We incorporated sounds, words and environments into the script which people with hearing loss have difficulty with. Performances were choreographed to be interpreted negatively and the ability to lip-read was taken away, making it hard to follow for people with hearing loss. This created one film, with two endings. Broadcast a hearing test, without people knowing Cinemas and seniors film festivals were the perfect opportunity to test the older demographics hearing, without them knowing. The short film featured before blockbuster films favoured by the older demographic, an environment where we could deliver a true disguised test. The film also ran at seniors film festivals, targeting our older demographic.
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.
Our film told a dramatic narrative with a very familiar, human and relatable story. On the surface, it followed a relationship over time. But it also underlined the implications of ignoring the signs of hearing loss. This film was screened in cinemas to unsuspecting audiences before a main feature acting as a hearing test in disguise, delivering a PSA about hearing loss and its impact on the life of those who suffer with it. The two different outcomes also ensured that it was entertaining for people with normal hearing and informative for those with some degree of hearing loss.
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 may have a problem, we had to demonstrate it. We needed to test peoples hearing without them knowing, catching them off guard when they least expected it at cinema and film festivals.