If SIGNIA is right and Life Sounds Brilliant – why are so many people living with hearing loss – in Denmark estimated 800.000 individuals – without doing anything about it?
Why do we accept losing our sense of hearing? Is it a mix of being a gradual, imperceptible loss, a social taboo, a symbol of age and the fact that customers are as willing to pay for empowerment as they are unlikely to pay for being treated as patients. Which is very much how the hearing aid industry have been reaching out to their community: as elderly patients. This makes less and less sense. 20 % of all US teenagers have damaged hearing – mainly due to the use of in ear head phones.
In our campaign for SIGNIA we actually had a hard time finding ambassadors. Yes, they had a hard time hearing, but was that not natural, when they had been playing music and going to concerts for 20+ years? We had a long dialogue with Danish rock legend (now in his 70ies) over how his hearing have been affected by being on stage for 50 years. Since hearing loss is a gradual process, he didn’t really know. But he knew that his wife found it sad, that he sometimes could not hear her. And they had a hard time going out to restaurants, because the multiple audio inputs scrambled into noise. So – for a start – he agreed to join in on a test and we tested his hearing with SIGNIA professionals. Facts were that his hearing was in pretty bad shape, especially on the right ear. For 20+ years the bass player have been on his right side on stage. But what made a man like Peter – as an artist dependent on his sense of hearing – neglect that his ears we’re failing him? The same as the rest of us.
SIGNIA’s new product, Primax is especially created for musicians and music lovers – allowing the listener to determine the direction of auditory focus and with three custom listening programs for music. SIGNIA are also producers of hearing protection plugs for musicians – and music is basically a strong part of the company’s and each products’ DNA. That made it quite obvious to reach out to music lovers, who may have put a little extra strain on their ears. What happens when you get the full aspect of music back?
“Now you have to be careful what you say, because I can hear it!”
Trying Primax was an overwhelming experience for our ambassadors. After testing the new Signia hearing aids, Peter Belli discovered new details and nuances in the music he listened to, the music he heard at concerts and the music he performed himself from stage. He found long forgotten aspects in everyday life and conversations. Peter and his wife, June, went to a restaurant for the first time after being introduced to the new hearing aids. Belli has previously avoided such places because of the many powerful and distracting noises that make it difficult to lead a normal conversation. He talks about his experience in a series of videos at Signia Hearing:
“For the first time in many many years, I could hear everything what June said. First, she was not talking as loud as she tended to do. She could speak quite common. I could hear everything she said, even if she said something that was not for me. So now I’m going home and saying that “you have to be careful what you say, because I can hear it!” Laughs Peter Belli.
We also partnered up with music journalist Jan Sneum – former host of DR/national broadcast – possibly one of the most tireless music lovers in Denmark – a legend within the music society on Denmark. Jan was used to wearing hearing aids and completely amazed by the difference between his old system and the new Primax, describing in the content how he found it easy to use even though it has so many options.
The campaign was generating trafic to an easy call to action campaign landing environment and carried out through SIGNIA owned media, SoMe pixel retargeting, retailers and their owned media, print and online bought media with a mix of behavioral targeting and channel ownership. The campaign framework was backed by an Adwords campaign – generating traffic to the campaign site.
- Company Signia / Siemens Hearing
- Skills Concept development and execution, content strategy, project management, video production, public relations, social media