HEARPRINT

Short List
TitleHEARPRINT
BrandCOCHLEAR
Product / ServiceCOCHLEAR HEARING IMPLANTS
CategoryE02. Innovative Use of Technology
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement CHE PROXIMITY Melbourne, AUSTRALIA
PR CHE PROXIMITY Melbourne, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA
Production 2 REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Production 3 NOISE INTERNATIONAL Sydney, AUSTRALIA

Credits

Name Company Position
Ant White CHE Proximity Chief Creative Officer
Brian Jefferson CHE Proximity Group Creative Director
Lisa ONeill CHE Proximity Associate Creative Director
Letizia Bozzolini CHE Proximity Associate Creative Director
Cameron Brown CHE Proximity Senior Copywriter
Jason Young CHE Proximity Head of Design
Vanessa Saporito CHE Proximity Senior Designer
Sebastian Perez de Arce CHE Proximity Senior Digital Designer
Julie Duff CHE Proximity Head of CHEP Films
Jamie Metcalfe CHE Proximity Digital Products Director
Matthew White CHE Proximity Creative Technologist
Patrik Fagard CHE Proximity Creative Technologist
Matthew Rose CHE Proximity Technical Director, Product & Communications
Chris Howatson CHE Proximity CEO
David Halter CHE Proximity Managing Director
Mariana Rice CHE Proximity Group Account Director
Charlotte Jones CHE Proximity Senior Account Director
Alice Jamieson CHE Proximity Senior Account Manager
Hannah Garcia CHE Proximity Senior Experience Strategist
Elliot Tindale CHE Proximity Performance Manager
Ryan Townsend CHE Proximity Experience Manager
Elaine Yang CHE Proximity Performance Executive
Simone Pipkorn CHE Proximity A&I General Manager
Jonathan Kneebone The Glue Society Direction
Michael Ritchie Revolver/ Will O'Rourke Managing Director/Executive Producer
Josh Mullens Revolver/ Will O'Rourke Executive Producer/Head of Projects
Isabella Vitelli Revolver/ Will O'Rourke Producer
Jasmin Helliar Revolver/ Will O'Rourke Producer
Alex Harrod Revolver/ Will O'Rourke Director of Photography
Kathleen Burrows Noise International Sound Designer

The Campaign

Cochlear, the global leader in implantable hearing solutions, wants Australians to understand, identify and act on their hearing loss, before it’s too late. This is Cochlear Hearprint. Purpose-built software that bypasses the internet’s ‘one size fits all’ audio signal, calibrating all online content to your unique hearing ability. People set their Hearprint against four frequencies: identified by Cochlear’s audiologists as the most important for human hearing. A dynamic Hearprint visualisation was generated for each user. For most, this was the first time they had ‘seen their hearing ability’. Hearprint can be updated over time, giving Cochlear a direct view of how people’s hearing changes. Cochlear then uses this information to help identify the ideal time to have a conversation with the user about their hearing.??? The Hearprint has turned every video, TV show and audio track on the internet, into a moment to remind Australians of their unique hearing ability.

Creative Execution

Hearprint launched alongside two documentaries. The films shared the stories of inspirational Australians whose lives were changed by their Cochlear implant. To watch them, users first set their Hearprint, meaning no two viewers hear the films in the same way. Once installed, Hearprint changes the way people experience all online content. During the setup, four scenes were selected from the documentaries that best sampled the four key frequency bands. Audiologist data helped define parameters within each frequency band based on normal hearing, as well as mild, moderate and severe hearing loss. This allowed us to isolate user’s unique hearing proficiency at each frequency level and inform whether their hearing was deemed ‘normal’ or ‘abnormal’. The data calibration enabled real-time audio from the documentaries to be augmented, allowing people to alter the decibel level of individual frequencies within a piece of media from the film while it was playing. A dynamic Hearprint visualisation was generated for each user, this acted as the interface, and the visualisation of their hearing. For most, this was the first time they had ‘seen their hearing ability’. User's with an 'abnormal' Hearprint, were encouraged to get in contact with Cochlear for a free consultation. Hearprint was promoted with a highly targeted paid media campaign that leveraged 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies. Once installed Hearprint can be updated over time, giving Cochlear a direct view of how people’s hearing changes and identifying the ideal time to start a conversation about their hearing loss. Hearprint has turned every video, TV show and audio track on the internet, into an opportunity to remind Australians of their unique hearing ability.

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