SUB CATEGORY :

EFFECTIVE LOTUS - CAMPAIGN SUCCESS

COMPANY ENTERING :

CHE PROXIMITY, MELBOURNE

TITLE :

THE HEARING TEST IN DISGUISE

BRAND :

COCHLEAR

ADVERTISER :

COCHLEAR

AGENCY :

CHE PROXIMITY, SYDNEY

CHIEF CREATIVE OFFICER :

ANT WHITE

CREATIVE DIRECTOR :

BRIAN JEFFERSON

ACCOUNT DIRECTOR :

MARIANA RICE

ACCOUNT MANAGER :

ALICE JAMIESON

STRATEGIC PLANNER :

LILY TIDY

TV PRODUCER :

JEN LIVINGSTON

FILM PRODUCTION COMPANY :

REVOLVER/WILL O'ROURKE, SYDNEY

DIRECTOR :

PETE BAKER

FILM PRODUCER :

JAS HELLIAR

POST-PRODUCTION COMPANY :

REVOLVER/WILL O'ROURKE, SYDNEY

EDITOR :

PHILIP HORN

SOUND PRODUCTION COMPANY :

NOISE INTERNATIONAL, SYDNEY

SOUND DESIGNER :

KATHLEEN BURROWS

CAMPAIGN SUMMARY :

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 IS THE INACTION OF THEIR POTENTIAL CUSTOMERS. MANY ARE IN DENIAL; OTHERS SIMPLY DISMISS IT AS PART OF ‘GROWING OLD’. UNTREATED SUFFERERS ISOLATE THEMSELVES FROM SOCIAL SITUATIONS, LOSING CONNECTION WITH LOVED ONES AND FACE AN INCREASED LIKELIHOOD OF DEVELOPING DEPRESSION. OUR STRATEGY WAS TO DISRUPT THE DENIAL. ‘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 FILM FOLLOWS A COUPLE’S RELATIONSHIP OVER FOUR DECADES, AND POSES THE QUESTION “DID LOVE LAST?”. FOR THOSE WHO CAN HEAR WELL, THEIR RELATIONSHIP REMAINS LOVING. BUT THE FILM IS SCRIPTED AND PRODUCED IN SUCH A WAY THAT PEOPLE WITH A HEARING PROBLEM PERCEIVE THE RELATIONSHIP TO DETERIORATE. THE CAMPAIGN EXCEEDED ALL SET KPIS: • TESTED OVER 136,000 AUSTRALIAN’S HEARING • 10,228 TOOK A FURTHER HEARING ASSESSMENT • GENERATED 2,662 HIGHLY ENGAGED, HIGH VALUE LEADS. • RESULTED IN A ROI OF 25:1

THE BRIEF :

WE TURNED THE HEARING TEST, THAT CAN BE A DAUNTING EXPERIENCE FOR THE OLDER TARGET, ON ITS HEAD, BY CREATING A SUBTLE, ENJOYABLE AND EASILY ACCESSIBLE TESTING DEVICE. THE ISSUE OF HEARING LOSS, AND ITS NEGATIVE IMPACT ON LIVES, WAS PUSHED INTO THE PUBLIC SPHERE, SPARKING CONVERSATIONS IN THE MEDIA AND IN HOUSES ABOUT THE IMPORTANCE OF HEARING IN MAINTAINING HEALTHY LIVES AND RELATIONSHIPS. OBJECTIVE 1. GET PEOPLE TO TAKE A HEARING TEST AND QUALIFIED AS SUFFERING FROM HEARING LOSS. • OBJECTIVE: TEST THE HEARING OF 100,000 AUSTRALIANS OVER THE AGE OF 55, OVER 12 MONTHS • RESULTS: O WE HAVE TESTED 136,524 AUSTRALIANS’ HEARING - PEOPLE WHO NORMALLY MAY HAVE NOT BEEN TESTED O 10,228 THEN TOOK A FURTHER HEARING ASSESSMENT OBJECTIVE 2. GET PEOPLE TO ENGAGE WITH THE COCHLEAR BRAND. • OBJECTIVE: WEBSITE AND SOCIAL ENGAGEMENT INCREASE FROM PAST CAMPAIGNS • RESULTS: O 155,294 VISITORS TO THE MICROSITE, MORE THAN 4 TIMES THE NUMBER OF PAST ACTIVITY O AVERAGE TIME ON PAGE IS 14 MINUTES, DEMONSTRATING HIGH ENGAGEMENT O THE COCHLEAR FACEBOOK PAGE HAS SEEN AN ENGAGEMENT INCREASE YOY OF 163% OBJECTIVE 3. GENERATE LEADS AND NURTURE ALONG THE JOURNEY TO A COCHLEAR IMPLANT. • OBJECTIVE: 1,500 LEADS VIA MICROSITE, OVER 12 MONTHS • RESULTS: O WE RECEIVED 2,662 HIGHLY ENGAGED, HIGH-VALUE LEADS NOTE: ALL RESULTS ARE THE DIRECT OUTCOME OF THIS CAMPAIGN ONLY

THE STRATEGY :

AS THE GLOBAL LEADER IN IMPLANTABLE HEARING SOLUTIONS, COCHLEAR’S BIGGEST COMPETITOR IS NOT A RIVAL BRAND – IT IS THE INACTION OF THEIR POTENTIAL CUSTOMERS. MANY ARE IN DENIAL; OTHERS SIMPLY DISMISS IT AS PART OF ‘GROWING OLD’. UNTREATED SUFFERERS ISOLATE THEMSELVES FROM SOCIAL SITUATIONS, LOSING CONNECTION WITH LOVED ONES AND FACE AN INCREASED LIKELIHOOD OF DEVELOPING DEPRESSION. OUR STRATEGY WAS TO DISRUPT THE DENIAL. TO CHALLENGE AN ENTRENCHED WAY OF THINKING, OUR APPROACH CALLED FOR A SUBTLE TOUCH, ONE THAT NATURALLY APPEARED WHEN OUR AUDIENCE’S GUARD WAS LOW. WE KNEW WE HAD TO TARGET NOT ONLY THE SUFFERERS OF HEARING LOSS BUT ALSO THEIR FRIENDS AND FAMILY. OUR INTENTION WAS TO MAKE THIS CAMPAIGN SOCIAL, TO SPARK CONVERSATION AND GET AUSTRALIA TALKING ABOUT THIS SILENT EPIDEMIC. DELIVERING A HEARING TEST, WITHOUT PEOPLE KNOWING. • CINEMA: THE FILM WAS FEATURED IN SEVERAL CINEMAS BEFORE A BLOCKBUSTER FILM TO UNSUSPECTING AUDIENCES, AN ENVIRONMENT WHERE WE COULD DELIVER A TRUE DISGUISED TEST. THE FILM ALSO RAN AT THE MULTIPLE FILM FESTIVALS, TARGETING SENIORS WHO ARE AT THE HEART OF EXPERIENCING HEARING LOSS. • FACEBOOK, OUTBRAIN, DISPLAY, SEARCH: TEASER CONTENT WAS SEEDED ACROSS SOCIAL CHANNELS, AMPLIFIED BY LOOK-A-LIKE AUDIENCE TARGETING IN PAID ONLINE MEDIA CHANNELS TO DRIVE PEOPLE TO THE MICROSITE TO WATCH THE FILM. ALL WITHOUT KNOWING IT WAS A DISGUISED TEST • MICROSITE: THE MICROSITES FIRST INTENTION WAS TO DELIVER AN IMMERSIVE FILM EXPERIENCE. ONE THAT ENABLED VIEWERS TO QUESTION THE OUTCOME OF THE ACTOR’S RELATIONSHIP – UNKNOWINGLY UNDERGOING A DISGUISED HEARING TEST THAT THEY WOULD HAVE REJECTED UNDER REGULAR CIRCUMSTANCES. THIS AIMED TO SUBTLY CIRCUMVENT THE PSYCHOLOGICAL BARRIERS THEY HELD, REMOVING THE NORMAL BIASES AND PROVIDING AN OPPORTUNITY TO TRULY CONNECT. • PR: PR PUSH IN BROADCAST CHANNELS PROVIDED THE PERFECT OPPORTUNITY TO SPARK CONVERSATION ON A NATIONAL LEVEL. THE HEARING TEST IN DISGUISE WAS FEATURED ON MORNING TV AS WELL AS ALL MAJOR RADIO STATIONS. A COMPREHENSIVE DIGITAL JOURNEY TO TEST HEARING AND GENERATE LEADS. THE FILM WAS JUST THE BEGINNING OF A COMPREHENSIVE JOURNEY TO EVALUATE THE HEARING ABILITY OF CONSUMERS AND LEAD THEM TO ACTION. • INTERACTIVE HEARING ASSESSMENT: AFTER WATCHING THE FILM, THEY WERE PROMPTED TO TAKE AN INTERACTIVE HEARING ASSESSMENT CREATED USING FREQUENCY SPECIFIC AUDIO AND FOOTAGE FROM THE FILM, QUANTIFYING THEIR DEGREE OF HEARING LOSS. • LEAD GENERATION: A NEGATIVE TEST RESULT WOULD PROMPT DATA CAPTURE FOR A FREE CONSULTATION WITH COCHLEAR. THIS INTEGRATED WITH COCHLEAR’S LEAD NURTURE SYSTEM, GRADING THE SCORE AND PLACED THEM ON THE RELEVANT TREATMENT PATH. • HEARING LOSS SIMULATION: USERS WHO HAD A GOOD ASSESSMENT SCORE COULD ENGAGE WITH AN INTERACTIVE EMULATOR THAT GAVE AN AUDIO INDICATION OF WHAT IT IS LIKE TO LIVE WITH HEARING LOSS. AND ALSO PROMPTED THEM TO SHARE WITH THE FAMILY AND FRIENDS THROUGH SOCIAL NETWORKS TO HELP SPREAD OUR CAMPAIGN.

THE EXECUTION/THE EXECUTION & CRAFT :

SHAPING A FILM WITH TWO ENDINGS: THERE ARE MANY COMPLEXITIES IN CREATING A SHORT FILM THAT DOUBLES AS A HEARING TEST. WORKING CLOSELY WITH THE SOUND PROCESSING TECHNOLOGY LEADER, AUDIOLOGISTS AND SOUND ENGINEERS AT COCHLEAR WE ANALYSED AUDIOGRAMS FROM PATIENTS WITH VARYING LEVELS OF HEARING LOSS. THIS REAL PATIENT DATA INFORMED ALL ASPECTS OF PRODUCTION OF THE FILM. • AUDIOGRAM DATA DEMONSTRATED THAT CERTAIN WORDS WITH CONSONANTS SUCH AS T, S AND F, AND SOUNDS WITH HIGHER FREQUENCIES, ARE HARDER TO HEAR SO THE SCRIPT WAS WRITTEN WITH LOTS OF THESE SOUNDS • WE CHOSE LOCATIONS AND SCENARIOS THOSE WITH HEARING LOSS STRUGGLE WITH (EG BUSY RESTAURANTS, TRAFFIC, TV PLAYING LOUDLY) • WE INTRODUCED BACKGROUND NOISES TO MASK CONVERSATIONS AND CONFUSE THE VIEWER (EG MUSIC, LOUD CONVERSATIONS, RAIN AND THUNDER) • WE SHOT THE FILM IN SUCH A WAY THAT THE ABILITY TO LIP READ WAS TAKEN AWAY.

THE RESULT :

THE CAMPAIGN EXCEEDED ALL SET KPIS. • TESTED 136,524 AUSTRALIAN’S HEARING • 10,228 TOOK A FURTHER HEARING ASSESSMENT • 155,294 MICROSITE VISITORS WITH AN AVERAGE PAGE TIME OF 14 MINUTES - DEMONSTRATING HIGH ENGAGEMENT • EXCEEDED OUR KEY COMMERCIAL OBJECTIVE OF FILLING COCHLEAR’S SALES FUNNEL WITH 2,662 HIGHLY ENGAGED, HIGH VALUE LEADS • DELIVERING A SUCCESSFUL RETURN RATIO OF 25:1 THE CAMPAIGN HAS SECURED LONG-TERM PROFITABILITY FOR THE BRAND. THE KEY OBJECTIVE OF THIS CAMPAIGN WAS NOT TO GENERATE IMMEDIATE PROFIT FOR COCHLEAR, BUT TO CHANGE ENGRAINED BEHAVIOURS THAT WERE THE DOMINANT CULTURAL CODE IN THIS COUNTRY. THIS CAMPAIGN SET OUT TO GET PEOPLE TO UNDERTAKE A HEARING TEST; AND WE HAVE ACHIEVED IT WITH 136,524 TAKING THE TEST. MOST IMPORTANTLY, THE CAMPAIGN IS RESULTING IN REAL PATIENT OUTCOMES. ALTHOUGH A LEAD CAN TAKE UP TO SIX YEARS TO MATURE TO AN IMPLANT, AFTER EXPERIENCING OUR HEARING TEST IN DISGUISE , EIGHT PEOPLE HAVE ALREADY RECEIVED THIS LIFE CHANGING SURGERY. THERE ARE MANY MORE SCHEDULED FOR SURGERY THIS YEAR.