SONOVA DM SEVEN BEER by Wunderman Y&R Zurich

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Industry Health & Pharmaceutical Products, HIV/AIDS
Media Direct marketing
Market Switzerland
Agency Wunderman Y&R Zurich
Executive Creative Director Roger Rüegger
Art Director Michael Gallmann
Copywriter Samuel Textor, Lena Nasdal
Typographer Christoph Krummenacher, Nora Angstmann
Released September 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: SONOVA
Product/Service: HEARING AIDS
Date of First Appearance: Sep 1 2010
Entrant Company: WUNDERMAN, Zurich, SWITZERLAND
Executive Creative Director: Roger Rüegger (Wunderman)
Copywriter: Samuel Textor (Wunderman)
Copywriter: Lena Nasdal (Futurecom)
Art Director: Michael Gallmann (Wunderman)
Typographer: Nora Angstmann (Wunderman)
Typographer: Christoph Krummenacher (Wunderman)
Strategy: Benedikt Bitzi (Advico Y&R)
Consultant: Hanna Barber (Wunderman)
Media agency: (Maxus Global)
Illustration: Daniel Ganahl
Media placement: Magazine - Florida And Texas, USA - 3.09.2010
Media placement: Newspaper - Florida, USA - 13.09.2010
Media placement: DRTV - Florida, USA - 13.09.2010
Media placement: Online Display - Florida And Texas, USA - 13.09.2010
Media placement: Online Search - Florida And Texas, USA - 13.09.2010
Media placement: POS - Florida, USA - 3.09.2010
Media placement: DM - Florida And Texas, USA - 21.10.2010, 07.02.2010, 07.03.

Describe the brief/objective of the direct campaign.
“Seven” is Sonova’s latest hearing aid innovation for people with mild hearing loss, offered at an entry-level price at health care professionals. It’s ready to use out of the box, and targeted at customers who perceive hearing aids as complex, complicated and expensive, and don’t yet believe they need a ‘real’ hearing aid. The main objective was to attract this new target group and to have them overcome their inhibitions regarding hearing aids. By doing so, “Seven” has the potential to expand the market and direct a younger customer group to qualified Sonova hearing health care professionals.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We designed and produced a 360° creative campaign with its core idea based on a series of comically illustrated misunderstandings. The cartoons were brought to life through print ads, two animated DRTV ads, a direct mail campaign, a strong online presence, and a series of POS material for the various health care professionals selling the new device.

Explain why the creative execution was relevant to the product or service.
All elements were designed to appeal to the target audience by using humour to visually orchestrate the commonly experienced problem caused by mild hearing loss – misunderstandings and missed plots. We chose a humorous approach in order to attract attention and to enable people to see the funny side of their hearing loss. This in turn leads to a positive association with hearing aids, in particular with “Seven.” As a result, the campaign allowed the customers to identify themselves with the product.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
So far the campaign has turned out to be a great success. Shortly after introducing the new hearing aid, “Seven” was in high demand at acousticians and received positive feedback from consumers. Online banners and search continue to drive efficient clicks to the website, which, along with the direct mail campaign, are generating the majority of leads. TV and print equally have had a significant impact, with 50% of online visits coming from direct search.