Title | THE HEARING TEST IN DISGUISE |
Brand | COCHLEAR |
Product / Service | COCHLEAR HEARING IMPLANT |
Category | B03. Use of Broadcast |
Entrant | REVOLVER/WILL O'ROURKE 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 |
Name | Company | Position |
---|---|---|
Ant White | CHE Proximity | Executive Creative Director |
Brian Jefferson | CHE Proximity | Group Creative Director |
Ben Stainlay | CHE Proximity | Creative Director |
Jake Blood | CHE Proximity | Junior Art Director |
Anne Lau | CHE Proximity | Junior Copywriter |
Chris Howatson | CHE Proximity | CEO |
David Halter | CHE Proximity | Managing Partner |
Mariana Rice | CHE Proximity | Group Account Director |
Alice Jamieson | CHE Proximity | Senior Accout Manager |
Harry Manion | CHE Proximity | Account Executive |
Daniel Bradley | CHE Proximity | Head of Investment |
Cameron Dinnie | CHE Proximity | Head of Programmatic & Data Partnerships |
Olivia Scott | CHE Proximity | Senior Experience Strategist |
Lily Tidy | CHE Proximity | Strategic Planner |
Andrew Drougas | CHE Proximity | Chief Operating Officer |
Tori Taylor | CHE Proximity | Executive Producer |
Hannah Garcia | CHE Proximity | Junior Planner |
Jen Livingston | CHE Proximity | Senior TV Producer |
Jamie Metcalfe | CHE Proximity | Digital Products Director |
Blair Patterson | CHE Proximity | Digital Producer |
Everyone | PR Edge | PR Agency |
The Glue Society's Pete Baker | Revolver/Will O'Rourke | Screenwriter/Director |
Michael Ritchie | Revolver/Will O'Rourke | Managing Director/Executive Producer |
Josh Mullens | Revolver/Will O'Rourke | Executive Producer/Head of Projects |
Jasmin Helliar | Revolver/Will O'Rourke | Producer |
Stefan Duscio | Revolver/Will O'Rourke | Director of Photography |
Philip Horn | n/a | Editor |
Erin Maxwell | Noise International | Production Manager |
Kathleen Burrows | Noise International | Sound Designer |
Bruce Heald | Noise International | Composer |
'Does Love Last Forever?' follows Jake and Xanthe over four decades from when they first fall in love, develop a shared love for music, mature and have kids, all the way to the present day where the film resolves by posing the question: 'Did love last?' Depending on the viewers hearing ability, the film has two endings. For those who can hear well, their relationship remains loving. But for those hard of hearing, the couple's relationship appears to deteriorate. Extensive patient data from audiograms informed the script that used certain words with consonants such as T, S and F which are harder to hear due to their higher frequency. The ability to lip read was gradually taken away, body language was choreographed to be interpreted negatively, and ambient background noises were introduced to create confusion for those with hearing loss. 'Does Love Last Forever?' is a hearing test in disguise.
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.
The campaign exceeded all set KPIs. • Tested over 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 1465 highly engaged, high value leads • The campaign delivered a successful Return Ratio of 25:1. Most importantly, the campaign is resulting in real patient outcomes. Although a lead can take up to six years to mature to an implant, after experiencing our hearing test in disguise, our first candidate will be undergoing surgery to receive a Cochlear implant later this year. She will be the first of many to receive this life-changing treatment off the back of seeing our campaign.
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.
Target audience: The target audience was everyone over the age of 55 with hearing loss. While those with severe to profound hearing loss (estimated to be 116,000 Australian’s) are the immediate ideal candidates for a Cochlear implant, Cochlear made the business decision to target everyone with hearing loss (including mild and moderate hearing loss) to nurture these leads as their hearing is likely to deteriorate over time. Approach: Disrupt the denial. To challenge an entrenched way of thinking, our approach called for a subtle touch, one that naturally appeared when our audience’s guard was low. We knew we had to target not only the sufferers of hearing loss but also their friends and family. Our intention was to make this campaign social, to spark conversation and get Australia talking about this silent epidemic.