THE HEARING TEST IN DISGUISE

Short List
TitleTHE HEARING TEST IN DISGUISE
ClientCOCHLEAR
Product / ServiceCOCHLEAR IMPLANTS
CategoryD04. Brand / Product Video
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

Shaping a film with two endings -Working closely with audiologists we analysed audiograms from patients with varying levels of hearing loss. This patient data informed all aspects of the production of the film including the script, dialogue, locations, scenarios and sound design. -We chose locations and scenarios that people who are hard of hearing have difficulty in (busy restaurant, heavy rain, TV playing). We introduced subtle sounds and background noises (passing cars, water sprinklers) to mask conversations. -The ability to lip read was gradually taken away and body language was choreographed to be interpreted negatively. Targeted channels We needed to test peoples hearing without them knowing, catching them off guard when they least expected it. This included cinema and film festivals. Online, social-led teasers and content pieces drove our audience to the microsite to watch the short film without knowing it was a hearing test.

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.

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. Drive action Once those with hearing loss recognised they had an issue, we needed them to act. It was vital to capture details so they would enter Cochlear’s lead nurture program.

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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