GLASSES TO HEAR BETTER by Lamtar

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GLASSES TO HEAR BETTER

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Industry Hospitals, Healthcare facilities & Medical Services, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market France
Agency Lamtar
Creative Director Milan Janic
Released March 2010

Credits & Description

Category: Healthcare & Medical
Advertiser: OTICON
Product/Service: HEARING AID
Agency: LAMTAR
Date of First Appearance: Mar 7 2010 12:00AM
Entrant Company: LAMTAR, Paris, FRANCE
Creative Director: Milan Janic (LAMTAR)
Chief Executive Officer/Strategic Planner: Philippe Boutié (LAMTAR)
Account Executive: Isabelle Chatout (LAMTAR)
General Manager, France: Jens Kofoed (Oticon France)
Media placement: print campaign - Audio Infos, Ouie Magazine - march 2010
Media placement: direct mail campaign - French ENT Drs + audio pros - 7 march 2010
Media placement: email campaign - French ENT Drs + audio pros - 11 march 2010
Media placement: congress booth - French Audio Pro Congress - 13 march 2010
Media placement: post-congress mail - French ENT Drs + audio pros - 17 march 2010

Results and Effectiveness
RESULTS: +32% in 3 days The Congress launch was an unprecedented success, both in image and commercial results: - IMAGE: Never before seen attendance at the launch booth (traffic up +60% vs previous year). 0ver 80% of congress participants used the glasses. The new hearing aid was, after a single congress, clearly established as THE reference product in upscale systems. - COMMERCE: Year-to-year product pre-orders soared by 32%, in only 3 days of Congress. B2B distributors picked up the concept, asking if they could to use it in b2c: shop windows, direct mail, etc.

Creative Execution
How it works: - The red 'noisy' text is filtered out by the glasses red lenses. - the previously invisible black text (our message) jumps out… just like a friend's conversation suddenly becomes clear when using the new hearing aid. Applications: This idea works in print as well as on screens, so we applied it to the full b2b/medical media spectrum: - first, b2b ads pre-announcing the launch before the main French congress (glasses were inserted in magazines) - then personal invitations to the congress (glasses in envelope) - pre-marketing emailings - in the congress: booth design, posters, give-aways - post-congress 'thank you' mailings - Powerpoint presentations to staff and Doctors - then picked up by distributors to use in b2c: shop windows, direct mail

Insights, Strategy & the Idea
GLASSES TO HEAR BETTER Oticon hearing aid PROBLEM: Launch a hearing aid to Doctors A new hearing aid specifically designed to isolate your friend's conversation from ambient noise. A marvel of technology. But to explain how it worked it to Doctors and hearing professionals, it required a 24-page brochure! How could we make them FEEL how the device worked? SOLUTION: Glasses to hear better. Red-filter glasses let Doctors and professionals select and read our message among pages of jumbled, unreadable 'noisy' text: 'OTICON AGIL LETS YOU ISOLATE A CONVERSATION IN AMBIENT NOISE'. A tangible demonstration even for Doctors who hear well, applied to direct mailings, b2b ads (glasses inserted in magazine), congress booth, posters.