Title | HEARPRINT |
Brand | COCHLEAR |
Product / Service | COCHLEAR HEARING IMPLANTS |
Category | B01. Brand-led Education & Awareness |
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 |
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 |
Hearprint is purpose-built software that 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.
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 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.
Identifying the 12% of Australians who suffer some sort of hearing loss is not an easy task. Our lead-generation media buy was data-led to target our niche audience. We leveraged Cochlear's 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies. Hearprint gathers user data against four key frequencies, identified by Cochlear audiologists as some of the most important for human hearing. Audiologist data also helped define 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. 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.