Phonak Print HEARING IS SEEING by Wunderman Y&R Zurich

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HEARING IS SEEING

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Industry Public Safety, Health & Hygiene, HIV/AIDS
Media Print, Magazine & Newspaper
Market Switzerland
Agency Wunderman Y&R Zurich
Executive Creative Director Daniel Bieri
Art Director Michael Gallmann
Copywriter Florian Tillmann
Typographer Nora Angstmann
Released March 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: PHONAK
Product/Service: HEARING AIDS
Agency: WUNDERMAN
Chief Creative Officer: Markus Gut (Advico Y & R (Y & R Group Switzerland))
Executive Creative Director: Daniel Bieri (Wunderman)
Copywriter: Florian Tillmann (Wunderman)
Art Director: Michael Gallmann (Wunderman)
Typographer: Nora Angstmann (Wunderman)
Account Manager: Rahel Güttler (Wunderman)
Media placement: in-store poster - at opticians and optical stores - 13.03.2012

Describe the objective of the promotion.
The initiative Hear the world by Phonak raises awareness of hearing and hearing loss. Addressing the emotional consequences of hearing loss, Hear the world provides information for a problem that affects 16% of the world’s population. But while seeing accounts for 70 to 80% of our sense perception, hearing is only at 11%. However, this 11% is crucial, especially when hearing loss occurs. The objectives were to alert people to the importance of hearing and get them to act and take a hearing test.

Describe how the promotion developed from concept to implementation.
The concept centred on addressing people, who were already convinced of the necessity to improve their vision with glasses and contacts, but who were reluctant to take hearing tests. Thus, reaching out to opticians was a crucial part of the implementation. A co-operative effort convinced Swiss opticians to feature an ad in their shops. The ad adopted the imagery of the tumbling E chart used to determine visual acuity. The rotating E letters were substituted with musical notes. Instead of terms like 20/20, sound frequencies appeared next to the notes and the headline: Hearing is as important as seeing.

Explain why the method of promotion was most relevant to the product or service.
The method proved to be relevant because customers at opticians became aware of the necessity of good hearing. By disrupting the usual customer experience we accomplished 2 tasks: Alerting people who needed glasses or contact lenses to the importance of their other, possibly neglected, sensory impression - hearing. And we dismantled barriers since there are solutions for hearing problems that work just as well as glasses do for visual impairments.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For the entire duration of the campaign, www.hear-the-world.com registered a 6-fold increase in traffic to its website as well as thousands of online registrations for hearing check-ups at hearing-care professionals’ offices.