• SUB CATEGORY :
    BEAUTY, HEALTH & PERSONAL CARE
  • 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 JAIMESON
  • STRATEGIC PLANNER :
    LILY TIDY
  • AGENCY PRODUCER :
    JEN LIVINGSTON
  • FILM PRODUCTION COMPANY :
    REVOLVER/WILL O'ROURKE, SYDNEY
  • DIRECTOR :
    PETE BAKER
  • POST-PRODUCTION COMPANY :
    REVOLVER/WILL O'ROURKE, SYDNEY
  • EDITOR :
    PHILIP HORN
  • SOUND PRODUCTION COMPANY :
    NOISE INTERNATIONAL, SYDNEY
  • SOUND DESIGNER :
    KATHLEEN BURROWS
  • SOUND STUDIO PRODUCER :
    ERIN MAXWELL
  • MUSIC COMPOSER :
    BRUCE HEALD
  • ENGLISH SYNOPSIS :
    PROBLEM: AUSTRALIA IS IN THE MIDST OF A SILENT EPIDEMIC; 3.5 MILLION PEOPLE ARE LIVING WITH SOME FORM OF HEARING LOSS. HOWEVER, MANY ARE IN DENIAL ABOUT THEIR HEARING LOSS OR DON’T KNOW HOW BAD IT IS. OUR TASK WAS TO GET THOSE IN DENIAL TO RECOGNISE THEY HAVE A PROBLEM AND TAKE ACTION. SOLUTION: WE CREATED A HEARING TEST, IN DISGUISE. A SHORT FILM THAT HAS TWO DIFFERENT ENDINGS, DEPENDING ON THE VIEWER’S HEARING ABILITY. IT’S A HEARING TEST IN DISGUISE THE FILM IS SCRIPTED AND PRODUCED IN SUCH A WAY THAT PEOPLE WITH A HEARING PROBLEM PERCEIVE A DIFFERENT ENDING TO THOSE WITHOUT. RESULTS: EXCEEDED KPIS: TESTED OVER 134,300 AUSTRALIAN’S HEARING. GENERATED 2,499 HIGHLY ENGAGED, HIGH-VALUE LEADS.
  • ENGLISH CONTEXT EXPLANATION :
    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’.
    IN ADDITION, LACK OF AWARENESS AND REFERRALS AS WELL AS PUBLIC FUNDING CONSTRAINTS ALSO CONTRIBUTE TO LOW ADULT RATES OF IMPLANT UPTAKE UNTREATED SUFFERERS ISOLATE THEMSELVES FROM SOCIAL SITUATIONS, LOSING CONNECTION WITH LOVED ONES AND FACE AN INCREASED LIKELIHOOD OF DEVELOPING DEPRESSION.