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The Hearing Test in Disguise

basics
Industry: Pharmaceutical
Media:Cyber
Market:Australia
Style: Minimalism
descriptioncnen
CampaignDescription

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.
Outcome

We turned the hearing test on its head, disrupting the ambivalence of our audience and inspiring them to action. Results in the first 9 weeks:-Tested over 90,000 Australian’s hearing in the first 9 weeks – people who normally may have not been tested-Leading to 6,000 taking a further hearing assessment-103,000 visitors to the microsite, with a bounce rate of only 3%-Average time on page is 14 minutes, demonstrating high engagement-Provided a platform for those with a hearing issue to connect with Cochlear for a free consultation to commence their long path to rediscovering their hearing. This fulfilled our key commercial objective of filling Cochlear’s sales funnel with 437 highly engaged, high value leads. -The campaign has resulted in a Return Ratio of 25:1
Strategy

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. 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 had a problem, we had to demonstrate it.Data informed all aspects:Patient data and research revealed the coping mechanisms (eg avoiding busy restaurants, turning up the TV volume) and the sounds and environments people with hearing loss find difficult (eg background noises, words with consonants such as T, S, noisy restaurants). These insights from the data were worked into every aspect of the production.
Synopsis

Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, however 85% do nothing about it. As the global leader in implantable hearing solutions, Cochlear’s biggest competitor is not a rival brand – it is the inaction of their potential customers. Many are in denial; others simply dismiss it as part of ‘growing old’. Untreated sufferers isolate themselves from social situations, losing connection with loved ones and face an increased likelihood of developing depression.It is against this backdrop that Cochlear decided to launch their first major consumer facing campaign, aiming to: -Raise awareness of the prevalence of hearing loss and get the nation talking about it-Encourage action amongst those who are in denial-Connect sufferers with Cochlear for a consultation, providing the platform to begin their path to rediscovering their hearing.
Execution

Script, direction and sound design were all carefully orchestrated to create two different endings, depending on the viewer’s hearing ability. Working with audiologists to analyse patient audiograms, we developed hearing profiles that showed what would or wouldn’t be picked up at varying levels of hearing loss. We used this knowledge to develop a script that was considered across all levels of hearing loss (mild, medium and severe), mapping out which words would be harder to hear. Performances were choreographed to be interpreted negatively and the ability to lip read was taken away. Scenes with higher instances of background noise were selected, which people with hearing loss find difficult. The film was the beginning of a complex digital journey to evaluate the hearing ability of users, flag potential issues and lead them to recovery. Users were driven to our site to take a further hearing assessment, quantifying their hearing ability.
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Other credit:Entrant Company: CHE PROXIMITY, Sydney, Australia
Media Agency: CHE PROXIMITY, Sydney, AUSTRALIA
PR Agency: CHE PROXIMITY, Sydney, AUSTRALIA
Group Creative Director, Brian Jefferson, CHE Proximity
CEO, Chris Howatson, CHE Proximity
Managing Partner, David Halter, CHE Proximity
Head of Investment, Daniel Bradley, CHE Proximity
Head of Programmatic & Data Partnerships, Cameron Dinnie, CHE Proximity
Strategic Planner, Lily Tidy, CHE Proximity
Executive Producer, Tori Taylor, CHE Proximity
Senior TV Producer, Jen Livingston, CHE Proximity
Digital Products Director, Jamie Metcalfe, CHE Proximity
Digital Producer, Blair Patterson, CHE Proximity
Chief Operating Officer, Andrew Drougas, CHE Proximity
All, Everyone, PR Edge
Screenwriter / Director, Pete Baker, The Glue Society
Managing Director / EP, Michael Ritchie, Revolver / Will O'Rourke
EP / Head of Projects, Josh Mullens, Revolver / Will O'Rourke
Production Manager, Erin Maxwell, Noise International
Composer, Bruce Heald, Noise International
Senior Experience Strategist, Olivia Scott, CHE Proximity
awards
Cannes Lions International Festival of Creativity 2018
Bronze Pharma
Disease Awareness & Understanding > Non-Regulated
Cannes Lions International Festival of Creativity 2018
Shortlist Pharma
Disease Awareness & Understanding > Non-Regulated
D&AD 2018
Wood Pencil Creativity for Good
Advertising & Marketing Communications/Brand
The One Show 2018
Bronze Pencil Health, Wellness & Pharma
Film / Long Form
The One Show 2018
Merit Direct Marketing
Innovation in Direct
The One Show 2018
Merit Film
Innovation in Film / Online
The One Show 2018
Merit Interactive
Websites
The One Show 2018
Merit UI / UX
Web / User Experience
Cannes Lions International Festival of Creativity 2017
Silver Cyber
Brand/Product Video
Cannes Lions International Festival of Creativity 2017
Bronze Cyber
Microsite
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Music / Sound Design
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Broadcast
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Innovation in Branded Content
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