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Hearprint

Hearprint | Cochlear | Che Proximity
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 医药
媒体:网络
投放:澳大利亚
风格: Minimalism
说明cnen
Synopsis
12% of Australians suffer some sort of hearing loss, it is expected to double over the coming decades. As hearing deteriorates, it takes them seven years on average to seek help. The delay leads to social isolation, loss of relationships, reduced quality of life, and an increased likelihood of depression and cognitive decline. In 2017, the World Health Organisation found that early detection is critical to reduce social and emotional impacts. Cochlear, the global leader in implantable hearing solutions, wants Australians to understand, identify and act on their hearing loss, before it's too late. Objective #1: Commercial - attract 1,843 highly qualified leads into Cochlear's sales funnel over 12 months. Objective #2: Purpose - help transform the way people understand and treat hearing loss.
Strategy
'I was missing things one-to-one, I would have a half hour conversation with someone and wouldn't understand a word. I hoped they wouldn't ask me anything.' Those are the words of Jennie Brand-Miller, aged 65. Jennie was a long-time hearing loss sufferer who eventually sought help from Cochlear and has since had her hearing restored. There are thousands of Australians like Jennie. They live a life of compromise and denial, hiding their hearing loss from others, and delaying seeking help. They don't proactively raise it with their GP either, so we had to find a way to help people engage with their hearing ability, as it had become the 'invisible disability'. Our strategy was to make it visible. We will always remember the day when Audiologist Emma Ramsay said, 'no two people hear the world the same, your hearing is as unique as your fingerprint.' This would become our springboard.
Relevancy
Cochlear Hearprint is a breakthrough example of creating a direct experience that seeks to identify and target one of the most impossible to reach audiences - people who suffer hearing loss. Hearprint is purpose-built software that turns every video, TV show and audio track on the internet, into a moment to remind Australians of their unique hearing ability. The software tracks changes in hearing ability over time, meaning Cochlear can identify the ideal moment to start a conversation about the user's hearing loss.
Outcome
At the time of writing this paper, the paid media activity was 8 weeks into an 8 month campaign. * 40,345 people unique visitors to the campaign website which housed Hearprint and the two documentaries. * Average time on site is 9 minutes 29", 265% more than the Cochlear.com average. * 4,158 have set their Hearprint, giving Cochlear a view of their hearing ability. * 60% (2,512) of the Hearprints set to date have been identified as 'abnormal', indicating Cochlear could help. * 586 high-value leads are already talking Cochlear experts about the most relevant treatment path. We are on track to exceed our target. Hearprint has also attracted enormous media interest, securing morning TV, metro newspaper, national radio, online news, and international coverage. We estimate the activity has reached over 30 million people already.
Execution
Hearprint launched alongside two documentaries online. The films shared the stories of inspirational Australians whose lives were changed by their Cochlear implant. To watch them, users first set their Hearprint. This identified the users hearing as 'normal' or 'abnormal', critical for Cochlears lead nurture program. User's with an 'abnormal' Hearprint, were encouraged to get in contact with Cochlear for a free consultation. We had to find the audience that Hearprint was most relevant to and identifying the 12% of Australians who suffer some sort of hearing loss is not an easy task. We leveraged Cochlear's 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies. Tailored messages and content within the films was used to address barriers specific to people's hearing situation and communicate the benefits of Cochlear. This allowed Cochlear to have a nuanced and empathetic conversation from the outset.
CampaignDescription
This is Cochlear Hearprint. Purpose-built software that bypasses the internet's 'one size fits all' audio, calibrating music, TV shows and online content to your unique hearing ability. People set their Hearprint against four frequencies - identified by Cochlear audiologists as some of the most important for human hearing. Hearprint can be updated over time, giving Cochlear a direct view of how people's hearing changes. Cochlear then uses this information to identify the ideal time to have a conversation with the user about their hearing. Hearprint uses every piece of digital footage, online video, and audio track on the internet, into a moment to remind Australians of their unique hearing ability.
制作信息
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奖项
戛纳国际创意节 2018
入围 直效
Sectors > Healthcare
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