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  • SUB CATEGORY :
    BEST USE OF FILM & INFOMERCIALS
  • COMPANY ENTERING :
    CHE PROXIMITY, MELBOURNE
  • TITLE :
    THE HEARING TEST IN DISGUISE
  • BRAND :
    COCHLEAR
  • ADVERTISER :
    COCHLEAR
  • AGENCY :
    CHE PROXIMITY, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    ANT WHITE
  • CREATIVE DIRECTOR :
    BRIAN JEFFERSON
  • ACCOUNT DIRECTOR :
    MARIANA RICE
  • ACCOUNT MANAGER :
    ALICE JAIMESON
  • STRATEGIC PLANNER :
    LILY TIDY
  • AGENCY PRODUCER :
    JEN LIVINGSTON
  • FILM PRODUCTION COMPANY :
    REVOLVER/WILL O'ROURKE, SYDNEY
  • DIRECTOR :
    PETE BAKER
  • FILM PRODUCER :
    JASMIN HELLIAR
  • POST-PRODUCTION COMPANY :
    REVOLVER/WILL O'ROURKE, SYDNEY
  • EDITOR :
    PHILIP HORN
  • POST PRODUCER :
    JASMIN HELLIAR
  • SOUND PRODUCTION COMPANY :
    NOISE INTERNATIONAL, SYDNEY
  • SOUND DESIGNER :
    KATHLEEN BURROWS
  • MUSIC COMPOSER :
    BRUCE HEALD
  • THE BRIEF :
    AUSTRALIA IS IN THE MIDST OF A SILENT EPIDEMIC. 3.5 MILLION PEOPLE ARE LIVING WITH SOME FORM OF HEARING LOSS, HOWEVER 85% DO NOTHING ABOUT IT. AS THE GLOBAL LEADER IN IMPLANTABLE HEARING SOLUTIONS, COCHLEAR’S BIGGEST COMPETITOR IS NOT A RIVAL BRAND
    – IT’S THE INACTION OF THEIR POTENTIAL CUSTOMERS. CAMPAIGN OBJECTIVES: GET 100,000 AUSTRALIANS OVER 55 WHO QUALIFIED AS SUFFERING FROM HEARING LOSS TO TAKE A HEARING TEST, OVER
    12 MONTHS. GET PEOPLE TO ENGAGE WITH THE COCHLEAR BRAND VIA 120,000 WEBSITE VISITORS. GENERATE 1,500 LEADS VIA MICROSITE IN
    12 MONTHS.
  • THE STRATEGY :
    SUFFERERS DEMONSTRATE A STRONG SUB-CONSCIOUS BARRIER TO HEARING LOSS, BLINDING THEM TO THE FACT THAT THEY MIGHT BE DEALING WITH A PROBLEM. IN DENIAL ABOUT HOW BAD THEIR HEARING IS, THEY CONTINUE TO LIVE WITHOUT WHAT THEY ONCE TOOK FOR GRANTED. DENIAL WAS OUR DRIVING INSIGHT AND IT WAS CLEAR WE HAD TO DISRUPT IT. BUT WE COULDN’T JUST TELL PEOPLE THEY HAD A PROBLEM, WE HAD TO DEMONSTRATE IT. ‘DOES LOVE LAST FOREVER?’ IS A SHORT FILM WITH TWO DIFFERENT ENDINGS, DEPENDING ON THE VIEWER’S HEARING ABILITY. IT’S A HEARING TEST IN DISGUISE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CREATED ‘THE HEARING TEST IN DISGUISE’, AN INNOVATIVE SHORT FILM DEVELOPED IN COLLABORATION WITH LEADING AUDIOLOGISTS, SOUND ENGINEERS AND TECHNICIANS. IT WAS SCRIPTED, DIRECTED AND MIXED IN SUCH A WAY THAT THOSE WITH HEARING LOSS WOULD PERCEIVE A DIFFERENT OUTCOME TO THE STORY. WE SELECTED UNBIASED ENVIRONMENTS SUCH AS CINEMAS AND FILM FESTIVALS WHERE WE COULD DELIVER A TRUE DISGUISED TEST WHEN OUR AUDIENCE’S GUARD WAS LOW. CONTENT WAS SEEDED VIA SOCIAL, OUTBRAIN AND DIGITAL DISPLAY, TO DRIVE PEOPLE TO THE MICROSITE TO WATCH THE FILM, WITHOUT KNOWING IT WAS A HEARING TEST.
  • THE RESULT :
    THE CAMPAIGN EXCEEDED ALL KPIS AND RESULTED IN A SUCCESSFUL ROI OF 25:1: OBJECTIVE 1: GET 100,000 AUSTRALIANS OVER THE AGE OF
    55 WHO QUALIFIED AS SUFFERING FROM HEARING LOSS TO TAKE A HEARING TEST, OVER 12 MONTHS. RESULT: 137,000 PEOPLE TOOK A HEARING TEST. OBJECTIVE 2: GET PEOPLE TO ENGAGE WITH THE COCHLEAR BRAND VIA 120,000 VISITORS TO THE WEBSITE. RESULT: 176,192 MICROSITE VISITORS. OBJECTIVE 3: GENERATE 1,500 LEADS VIA MICROSITE IN 12 MONTHS AND NURTURE ALONG THE JOURNEY TO A COCHLEAR IMPLANT. RESULT: 2,731 HIGH-VALUE LEADS INCLUDING 8 PEOPLE WHO’VE RECEIVED AN IMPLANT AFTER SEEING OUR CAMPAIGN.
  • URL :
    http://doeslovelastforever.com/