I took a different approach to communicating hearing care by inciting an emotional motivation among Modern Seniors
– to act on their hearing loss.
Problem
Hearingloss is often surrounded by stigma with a misconception that wearing hearing aids makes you seem old. No one should feel that hearing loss is something to be ashamed of.
Solution
Hearing loss should be seen as a testament to having lived a full and interesting life. Our ears have enabled our story. You should love your ears and take care of them. They allow you to do the things you love most.
Execution
Create a 360 campaign around a message house addressing 3 pillars of a marketing funnel. Create, Capture, Convert. Why Hearing? Why Now? Why HearingLife?
Highlights
Overall HearingLife exceeded KPI’s
Increased brand Awareness by 4% (1%=3.3M)
•Impressions increased 64%
•Consideration increased 81%
•Conversion rates reached 57%
•Loyalty increased to 60%
Why Hearing?
Because hearing is fulfillment
Why Act?
Because he wants to keep dancing
Why HearingLife?
Because HearingLife understands that Marco just doesn’t want to keep dancing, but he wants to keep feeling and belonging.
Why Hearing?
Because hearing is connection
Why Act?
Because she wants to keep sharing
Why HearingLife?
Because HearingLife understands that Maria just doesn’t want to keep sharing, but he wants to keep being a good friend.
Why Hearing?
Because hearing is independence.
Why Act?
Because he wants to keep being his own boss.
Why HearingLife?
Because HearingLife understands that Niko just doesn’t want to keep being his own boss, but he wants to keep feeling confident and capable.
Keep Being You
Your hearing lets you keep being you. That's why you should love your ears.
