2018 Winners & Shortlists

LOST FREQUENCY

BrandHEARLIFE CLINIC
Product/ServiceHEARLIFE CLINIC
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryUse of Audio Platforms
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES
Production 2 MINT MENA Dubai, UNITED ARAB EMIRATES
Production 3 BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES

The Campaign

With expert audiologists’ help, we discovered that early sufferers lose the ability to hear anything above 4 Kilohertz. So, our 3 radio hearing tests were disguised as wildlife documentaries, using animals - Birds, Crickets and Dolphins - who communicated in those 4 Kilohertz frequencies, that sufferers first tend to lose. Very simply, listeners who couldn’t hear the animals were likely to be suffering from hearing loss.

Creative Execution

Using the same science of a hearing test, we disguised our 3 radio spots in the style of wildlife documentaries. We discovered that specific animals: crickets, dolphins and birds, sing in the same high frequencies sufferers first lose. To give the execution some life, we hired an impersonator of the famous David Attenborough to pull listeners in from the first second as he reports live from the jungles, oceans and meadows. Broadcast on national radio for maximum reach, listeners who couldn’t hear the animals were likely to be suffering from hearing loss.

RESULT 1 - WE REACHED AND ENGAGED OUR TARGET POPULATION: More than 10% of UAE’s population took the radio-based self-diagnostical hearing tests; KPI was reaching 10% of UAE’s population (Source: hearLIFE Clinic - Campaign Performance Report). RESULT 2 - THE RADIO EXPERIENCE TRIGGERED AN INCREASE IN AWARENESS FOR HEARLIFE CLINIC: 30% increase in website visits; KPI was 25% increase in website visits (Source: hearLIFE Clinic - Campaign Performance Report, MED-EL Group Tracker Report). RESULT 3 - THE RADIO EXPERIENCE GENERATED LEADS FOR HEARLIFE CLINIC: 12% increase in visits to the clinic; KPI was 10% increase in visits to the clinic (Source: MED-EL Group Tracker Report).

Lost Frequency uses traditional media - radio advertising - as a new medium to help listeners self-diagnose signs of hearing loss. We used the same science of an in-clinic hearing test to reach millions of people in the UAE through radio; turning cars, offices and homes into hearing clinics.

Insights, Strategy and the Idea

We used the ONLY audio channel that everyone has access to…. RADIO. And we then set out to create a radio-based hearing test for people; basically turning every car, home and office into a hearing clinic.

Credits

Name Company Role
Michael Boszko FP7/DXB Creative
Filipa Mauricio FP7/DXB Creative
Tahaab Rais FP7/MENA Reigonal Head of Strategic Planning
Vicky Kriplani FP7/DXB Sr. Account Director
Oliver Robinson FP7/DXB Executive Creative Director
Dolly Saidy Mint Mena Producer
Souraya El Far Mint Mena Producer
Chris Atkins BKP Sound Designer
Darren Altman N/A Voice Talent
Paul Banham FP7/DXB Executive Creative Director