RADIO SPOT FOR THE HEARING IMPAIRED BBDO Mumbai para Samvaad Hearing Clinic

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RADIO SPOT FOR THE HEARING IMPAIRED

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Sector La seguridad pública, salud e higiene , HIV/AIDS (en)
Media Promo / PR, Case study
Mercado India
Agencia BBDO Mumbai
Copywriter Josy Paul, Rajdeepak Das, Vikrant Yadav, Riti Hamlai
Producer Eddie Avil, Ashley Rodrigues
Publicado agosto 2011

Creditos y descripciones

Category: Best Use of Audio
Advertiser: SAMVAAD HEARING CLINIC
Product/Service: HEARING AIDS
Agency: BBDO INDIA
Media Agency: SOUNDS GOOD, Mumbai, INDIA
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Josy Paul/Rajdeepak Das (BBDO India)
Copywriter: Vikrant Yadav/Riti Hamlai/Rajdeepak Das/Josy Paul (BBDO India)
Account Management: Prashant Solomon (BBDO India)
Sound Engineer: Tehmton Boga (Sounds Good Studios)
Producer: Eddie Avil/Ashley Rodrigues (Sounds Good Studio)
Media placement: Radio - FM - 16/02/2012

Insights, Strategy & the Idea
Samvaad Hearing Clinic caters to the hearing impaired in the city.

Our objective was to make sure our voice reached each one of them, but we didn't have the budget for television or print. So we used the most cost effective yet efficient medium: radio.

Our target audience is the hearing impaired in the city. Since it is difficult to talk to them on radio, we designed our radio bulletin for their friends who would then translate the news to them using sign language. We used the budget constraints to our advantage, creating the first ever news bulletin on radio for the hearing impaired.

- The client was presented with a cost effective yet efficient way to talk to its target audience.
- The target audience was empowered with a message that reached out to them, telling them that they don't need to depend on anyone for anything.

Creative Execution
Our creative strategic solution was to make the first ever news bulletin on radio for the hearing impaired. We took over the afternoon news updates for a day and asked those accompanying the hearing impaired to enact the news to them using sign language. We introduced our product at the end of the news bulletin.

We took over the news updates on a radio channel for a day. Just when the regular listeners were expecting a regular news update, they were pleasantly surprised to hear the news bulletin for the hearing impaired. It worked to our advantage as they remained tuned in till we introduced our product.

Results and Effectiveness
Since we used an inexpensive medium, the sales and profits reached an all time high. The novelty value of the bulletin resulted in better brand recall. The clinic's annual targets were achieved in less than 2 months.

- The sales of the Siemens hearing aids increased by 63%.
- Samvaad Hearing Clinic's footfalls increased by a whopping 57%.

The advantage of using an inexpensive medium for an indispensable product was evident.