HEARING TEST by Kolle Rebbe Hamburg for OPTIKER BRAUN

HEARING TEST

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Industry Prescription Eyewear
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Account Supervisor Tanja Reschner
Illustrator Elisabeth Hanke
Released April 2011

Credits & Description

Category: Posters
Advertiser: OPTIKER BRAUN
Product/Service: OPTICIAN AND HEARING AID
Agency: KOLLE REBBE
Date of First Appearance: Apr 5 2011
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Creative Direction: Sven Klohk (Kolle Rebbe)
Creative Direction/Idea: Jens Theil (Kolle Rebbe)
Art Direction/Idea: Friederike Coninx (Kolle Rebbe)
Copywriter/Idea: Holger Kohl (Kolle Rebbe)
Graphic Design: Niko auf dem Berge (Kolle Rebbe)
Account Supervisor: Tanja Reschner (Kolle Rebbe)
Illustrator: Elisabeth Hanke (Kolle Rebbe)
Art Buying: Emanuel Mugrauer (Kolle Rebbe)
Media placement: Shop Poster - Optiker Braun Shop In Germany - April 2011
Media placement: City Light Board - Billposting Arround Augsburg, Germany - April 2011

Describe the brief from the client
Optiker Braun is locally known as a high-quality optician. What people aren´t aware of is that the business also offers a big range of hearing aids. The client wanted us to inform his customers about this fact without spending a fortune.

Describe the challenges and key objectives
Entering the shop, customers think about glasses and not hearing aids. The challenge was to capture them up in their state of mind (glasses) and lead them to a new theme (hearing aids).

Describe how you arrived at the final design
We wanted to refer to a typical well-known eyesight test and replace the letters with sources of noise. We decided to go for animals since their size usually corresponds to the loudness of the noises they make.
The illustrations had to be neutral and clear (old-school if you will) but the poster itself had to have a sophisticated, modern look.

Give some indication of how successful the outcome was in the market
The poster had quite some impact. People suddenly realised that Optiker Braun also was the place to ask for hearing aids – or at least a hearing test. And it turned out that many customers – especially elderly ones – needed both: glasses and hearing aids. As a result the demand for hearing test increased by 35%, sales of hearing aids also increased by 20%.