Title | HEARPRINT |
Brand | COCHLEAR |
Product / Service | COCHLEAR HEARING IMPLANTS |
Category | E02. Innovative Use of Technology |
Entrant | CHE 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 |
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 |
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.
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.