| Title | HEARPRINT |
| Brand | COCHLEAR |
| Product / Service | COCHLEAR HEARING IMPLANTS |
| Category | A03. Healthcare |
| 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 |
Cochlear Hearprint is purpose-built software that bypasses the internet’s ‘one size fits all’ audio, calibrating all online content to your unique hearing ability. Hearprint launched alongside two documentaries on a dedicated campaign site. 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. 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 identify the ideal time to have a conversation with the user about their hearing.
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.
‘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 Australians like Jennie. They live a life of compromise and denial, hiding their hearing loss from others and delaying seeking help. We had to find a way to help people engage with their hearing ability and seek support earlier, 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.