Cochlear Film, Digital, Case study The Hearing Test In Disguise, 2 by CHE Proximity Australia

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The Hearing Test In Disguise, 2

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Industry Health & Pharmaceutical Products
Media Film, Digital, Interactive & Mobile, Case study
Market Australia
Agency CHE Proximity Australia
Executive Creative Director Ant White
Creative Director Ben Stainlay
Production Revolver/Will Orourke
Released December 2016

Awards

One Show 2018
Health, Wellness & Pharma Branded Content Gold
Health, Wellness & Pharma Film / Long Form Bronze

Credits & Description

Client: Cochlear
Agency: Che Proximity Sydney, Australia
Entrant: Che Proximity Sydney, Australia
Idea Creation: Che Proximity Sydney, Australia
Media Placement: Che Proximity Sydney, Australia
Pr: Che Proximity Sydney, Australia
Production: Revolver/Will Orourke Sydney, Australia
Production 2: Noise International Sydney, Australia
Music Artist/Title: Http://doeslovelastforever.com
Ceo: Chris Howatson (Che Proximity)
Managing Director: David Halter (Che Proximity)
Executive Creative Director: Ant White (Che Proximity)
Group Creative Director: Brian Jefferson (Che Proximity)
Group Account Director: Mariana Rice (Che Proximity)
Creative Director: Ben Stainlay (Che Proximity)
Senior Account Manager: Alice Jamieson (Che Proximity)
Strategic Planner: Lily Tidy (Che Proximity)
Head Of Experience: Elizabeth Geor (Che Proximity)
Media Planner: Olivia Scott (Che Proximity)
Media Planner: Hannah Garcia (Che Proximity)
Performance Manager: Elliot Tindale (Che Proximity)
Digital Products Manager: Jamie Metcalfe (Che Proximity)
Digital Producer: Blair Patterson (Che Proximity)
Executive Producer: Tori Taylor (Che Proximity)
Senior Tv Producer: Jenny Livingston (Che Proximity)
Digital Designer: Rollo Hardy (Che Proximity)
Website URL: http://doeslovelastforever.com
Describe the campaign/entry:
Based on the insight that people with hearing loss are in denial, we developed a way to test their hearing, without them knowing.
‘Does Love Last Forever?’ is a short film with two different endings, depending on the viewer’s hearing ability. It’s a hearing test in disguise.
The film follows a couple’s relationship over four decades, and poses the question “Did love last?” For those who can hear well, their relationship remains loving. But the film is scripted and produced in such a way that people with a hearing problem perceive the relationship to deteriorate.
The beauty of the idea lies in the parallel between the perceived deterioration of the on-screen relationship by hearing loss sufferers, and the growing disconnect they may be experiencing in their own life, due to hearing loss. This subtle reminder demonstrates the effects of a condition that they may have refused to admit.
Creative Execution:
Shaping a film with two endings
Working with audiologists we analysed patient audiograms, informing all aspects of the film. We incorporated sounds, words and environments which people with hearing loss have difficulty with. Performances were choreographed to be interpreted negatively and the ability to lip-read was taken away, making it hard to follow for people with hearing loss.
An immersive experience
The microsite was designed to allow for an immersive experience where the user can:
-watch the film, without knowing it was a hearing test
-take an interactive hearing assessment created using frequency specific audio and footage from the film, quantifying their degree of hearing loss.
-experience mild, moderate, severe hearing loss for themselves via a Hearing Loss Simulation.
-A negative result prompted data capture for a free consultation with Cochlear. This integrated with Cochlear’s lead nurture system, placing them on the relevant treatment path.
We turned the hearing test on its head, disrupting the ambivalence of our audience and inspiring them to act. By creating a subtle, enjoyable and easily accessible hearing test, the campaign has exceeded all set KPIs:
•Tested 113,407 Australian’s hearing in the first 16 weeks– people who normally may have not been tested
•8,558 took a further hearing assessment
•155,294 visitors to the microsite, with a bounce rate of only 3%
•Average time on page is 14 minutes, demonstrating high engagement
•Exceeded our key commercial objective of filling Cochlear’s sales funnel with 1,465 highly engaged, high value leads
•Delivered a successful Return Ratio of 25:1.
Most importantly, after experiencing the hearing test in disguise, our first candidate will be undergoing surgery to receive a life-changing Cochlear implant in mid-August this year.
Direct to consumer
Cochlear had traditionally focused their efforts on communicating to hearing professionals and audiologists, seeking recommendation as opposed to request. However, as consumers are not actively visiting hearing professionals and hearing professionals are becoming less influential in brand choice, we needed to make a bold strategic leap and go directly to the consumer. Specifically those over the age of 55 who are more likely to suffer and less likely to act.
Disrupt the denial
85% of hearing loss sufferers were denying their symptoms. Considering this behavioural barrier, it was clear that we couldn’t just tell people they may have a problem, we had to demonstrate it. We needed to test peoples hearing without them knowing.
Drive action
Once those with hearing loss recognised they had an issue, we needed them to act. It was vital to capture details so they would enter Cochlear’s lead nurture program.