Brand | HEARLIFE CLINIC |
Product/Service | HEARLIFE CLINIC |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Use of Audio Platforms |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production 2
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MINT MENA Dubai, UNITED ARAB EMIRATES
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Production 3
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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
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 |