HEARPRINT

Short List
TitleHEARPRINT
BrandCOCHLEAR
Product / ServiceCOCHLEAR HEARING IMPLANTS
CategoryA03. Healthcare
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
Letizia Bozzolini CHE Proximity Associate Creative Director
Lisa ONeill 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 Hearprint is purpose-built software that activates Cochlear’s purpose – to help transform the way people understand and treat hearing loss. Hearprint bypasses the internet’s ‘one size fits all’ audio, calibrating music, TV shows and online content to your unique 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 identify the ideal time to start a conversation with the user about their hearing loss. In a country where hearing loss is often called the ‘invisible disability’, this experience was the first to make ‘hearing visible’ with a piece of software that modifies user inputs to turn every piece of digital footage, online video, and audio track on the internet, into a moment to remind Australians of their unique hearing ability.

Creative Execution

Hearprint launched with two documentaries, housed on a dedicated website. The films share the stories of inspirational Australians whose lives were changed by their Cochlear implant. To watch the films, people set their Hearprint against four frequencies- identified by audiologists as some of the most important for human hearing. We defined parameters within each frequency band which allowed us to identify if people’s hearing was deemed ‘normal’ or ‘abnormal’. User's with an 'abnormal' Hearprint were encouraged to get in contact with Cochlear for a free consultation. We leveraged 1st party and 3rd party data to target the 12% of Australians with hearing loss. Tailored messaging addressed barriers specific to their hearing situation, enabling a nuanced conversation from the start. 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.

Results

Results three months in to the 12-month campaign are as follows: • 1,020 high-value leads are already talking to Cochlear experts about the most relevant treatment path. This is 62% of our commercial lead target reached, in just three months of a 12 month campaign. • 5,307 have set their Hearprint, providing Cochlear with a view of their hearing ability. • 59% (3,146) of the Hearprints set to date have been identified as 'abnormal', indicating Cochlear could help. Hearprint has also attracted enormous media interest, securing morning TV, metro newspaper, national radio, online news, and international coverage. We estimate the activity has reached over 30 million people already.

Cochlear Hearprint is a breakthrough example of a direct experience that seeks to target one of the most difficult to reach audiences – people who suffer hearing loss – and encourage them to engage with their hearing and seek hearing support, before it’s too late. Hearprint is purpose-built software that turns every video, TV show and audio track on the internet, into a moment to remind Australians of their unique hearing ability. The software tracks changes in hearing ability over time, meaning Cochlear can identify the ideal moment to start a conversation about the user’s hearing loss.

I was missing things one-to-one, I would have a half hour conversation with someone and wouldn’t understand a word. I hoped they wouldn’t ask me anything.’ Those are the words of Jennie Brand-Miller, aged 65. Jennie was a long-time hearing loss sufferer who eventually sought help from Cochlear and has since had her hearing restored. There are thousands of Australian's like Jennie. They live a life of compromise and denial, hiding their hearing loss from others, and delaying seeking help. They don’t proactively raise it with their GP either, so we had to find a way to help people acknowledge their hearing ability, as it had become the ‘invisible disability’. Our strategy was to make it visible. We will always remember the day when Audiologist Emma Ramsay said, ‘no two people hear the world the same, your hearing is as unique as your fingerprint.’ This would become our springboard.

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