BIRD HEARING TEST

Short List
TitleBIRD HEARING TEST
ClientPANASONIC
Product / ServiceHEARING AID
CategoryD02. Use of Mobile & Devices
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
PR YOUTH PLANNING CENTER Tokyo, JAPAN
Production 1-10DESIGN Kyoto, JAPAN
Production 2 CREATORS GROUP MAC Tokyo, JAPAN
Production 3 GEEK PICTURES Tokyo, JAPAN
Production 4 TOKYO WONDER STUDIO, JAPAN
Additional Company JAPAN BIRD RESEARCH ASSOCIATION Tokyo, JAPAN

The Campaign

Create a new hearing test experience by using birdsongs in nature. When age-related hearing loss occurs, firstly high pitched sounds become inaudible. This makes some birdsongs difficult for the elderly to hear because of their high pitched sound. We focused on this fact and turned birdsongs into a hearing check tool.

The Brief

.

Creative Execution

We launched the mobile website on July 6 which is Hearing Aid Day. In addition to the mobile website, we conducted an event in which people can walk around in mountains with smartphones in their hands and try the experience of checking their hearing using birdsongs in nature. Bird Hearing Test has expanded to in-store content that 1,000 Panasonic stores all over Japan use and helped people detect hearing loss in early stages.

Describe the success of the promotion with both client and consumer including some quantifiable results

Bird Hearing Test became top-trending in-store content. 1,000 Panasonic stores participated in this project. Sales increased by 26% compared with the same month last year. The project expanded to nursing homes and even hospitals supported the movement. 18,000+ mountains and 12,500+ lakes are covered.

Explain why the method of promotion was most relevant to the product or service

People are unwilling to see a doctor just for a hearing test. This causes their hearing loss going undetected. Therefore, we created a new hearing test experience by using birdsongs in nature. By creating a mobile website, we turned birdsongs of wild birds into a hearing check tool and helped people detect age-related hearing loss in early stages.

Over 60 bird species and their location data were complied into a database which is accessed via a mobile website. This website helps people in the mountains to find wild birds and check their hearing by listening to birdsongs.

Credits

Name Company Position
Yu Kaneno Panasonic Executive Creative Director
Tatsuya Masaki Panasonic Creative Director
Kan Ishii HAKUHODO Executive Creative Director
Tatsuro Miura HAKUHODO Creative Director
Takeshi Ogasahara HAKUHODO Copywriter
Shota Kojima HAKUHODO Copywriter
Shun Akeda HAKUHODO Copywriter
Reki Hashimoto HAKUHODO Art Director
Takashi Fujioka HAKUHODO Account Director
Atsunobu Toyonaga HAKUHODO Account Supervisor
Mutsuyuki Ueta Japan Bird Research Association Research Officer
Tomoko Yokota 1-10, Inc. Producer
Kenji Maruyama 1-10, Inc. Producer
Koyu Fukunaga 1-10, Inc. Project Manager
Hirokazu Fujioka 1-10, Inc. Technical Director
Yasuyuki Nakabayashi 1-10, Inc. Designer
Shun Mihata 1-10, Inc. Motion Designer
Iori Iwaki 1-10, Inc. Motion Designer
Masayuki Hirao 1-10, Inc. Frontend Engineer
Masato Imamura 1-10, Inc. Backend Engineer
Masayuki Sato Creators Group MAC Co.,Ltd. Web Producer
Koji Shibata Creators Group MAC Co.,Ltd. Project Manager
Yoshio Imai Creators Group MAC Co.,Ltd. Technical Director
Wakana Shibuya Creators Group MAC Co.,Ltd. Writer
Goki Nishi GEEK PICTURES INC. Producer
Tomohiro Morishita GEEK PICTURES INC. Producer
Kazuhiko Hiramaki GEEK PICTURES INC. Director
Akira Sasamoto YOUTH PLANNING CENTER, INC. PR Director
Kenichi Yoshida TOKYO WONDER STUDIO Event Producer
Takumi Toma LADER Sound Produce, Mixing
Shota Nishiguchi DDRONE Drone Operator
Links
Website URL