Brand | HEARLIFE CLINIC |
Product/Service | AUDIOLOGY TESTS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Low Budget / High Impact Campaign |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Placement
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Placement 2
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UM MENA Dubai, UNITED ARAB EMIRATES
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PR
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
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MINT MENA Dubai, UNITED ARAB EMIRATES
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Production 2
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BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for Brand Experience & Activation?
Radio was used as an experiential medium by hearLIFE Clinic, in Dubai, to help people listen to a radio ad and while listening, self-diagnose themselves for signs of hearing impairment.
As it involves people immersing themselves in an auditory experience from a brand, transforming a supposedly traditional medium into an experiential one, and activates responses and results for the brand, it fits the specialty category of Brand Experience and Activation.
Background
In the UAE, over 410,000 people suffer from hearing impairment.
And 96% of those who are diagnosed with hearing impairment, have been found to not be aware of the symptoms and warning signs.
Early diagnosis is known to prevent hearing conditions from worsening. But, symptoms aren’t obvious.
hearLIFE Clinic, an audiology clinic in the UAE, wanted to educate people about hearing loss.
But, awareness was low and getting people to visit the clinic and take a hearing test was going to be difficult.
We needed to make checking for hearing impairment easy and accessible for people across the UAE.
Describe the creative idea.
So, we designed and created first-of-its-kind hearing tests.
And placed them on the ONLY audio channel that everyone has access to: RADIO. Turning every car, home and office into a hearing clinic and an acquisition channel.
Partnering with certified and expert audiologists’, we discovered that early sufferers lose the ability to hear anything above 4 Kilohertz.
Then, we disguised our radio hearing tests as wildlife documentaries. impersonating the famous David Attenborough.
And inspired by meticulous research, these radio wildlife documentaries only used animals such as…birds… dolphins… and crickets…who communicated in those 4 Kilohertz frequencies, that sufferers first tend to lose.
Describe the strategy.
We wanted to make the hearing tests accessible and easy to take, turning cars, homes an offices into hearing clinics.
• RADIO is the ONLY audio channel that everyone has access to. So, to reach people across UAE, we chose RADIO as a cost-effective mass media channel.
• We partnered with leading radio networks to broadcast our idea on national radio for maximum reach across a diverse mix of age, demographics and nationalities, and turned cars, homes and offices into hearing clinics.
• Upon listening to the live audiology test, and not being able to hear the animals. helped those affected to understand they had a problem. And then, we offered all listeners a solution at hearLIFE clinic.
• Through this first-of-its-kind audiology test that did not need an appointment, we made checking for hearing impairment, accessible for people.
Describe the execution
We made people take a hearing test, they didn't know they were taking.
• Based on the science of a hearing test, we chose animals that communicate in the 4 kilohertz high frequencies that sufferers first tend to lose: Birds, crickets and dolphins.
• We set about creating audio recordings, disguised in the form of wildlife documentaries.
• To make the audio execution interesting, we hired an impersonator of the famous David Attenborough, as he reported from what sounded like jungles, oceans and meadows.
• The audio files were tuned with certified audiologists, in the same high frequencies sufferers first lose.
• Most people could hear the audio within normal frequencies, but those with hearing impairment couldn't hear the 4 kilohertz frequencies.
• Not being able to hear the animals’ frequency, helped those affected, understand that they had a problem. And then, we invited them to connect with hearLIFE clinic.
List the results.
During this campaign, 22% of people in the UAE were reached and automatically took the hearing test.
We witnessed a 46% increase in website visits.
Along with a 28% increase in visits to the clinic.
And because of its overall success, it is being integrated at the clinic as an actual hearing test.
Being an innovative idea, and an innovative use of media, it also won the Warc 2018 Prize for Innovation.
Credits
Oliver Robinson |
FP7 McCann Dubai |
Executive Creative Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Michael Boszko |
FP7 McCann Dubai |
Copywriter |
Filipa Mauricio |
FP7 McCann Dubai |
Art Director |
Vicky Kriplani |
FP7 McCann Dubai |
Senior Account Director |
Rey Amio |
FP7 McCann Dubai |
Senior Digital Art Director |
Souraya El-Far |
MINT MENA |
Regional Head of Production |
Jana Saad |
MINT MENA |
Producer |
Chris Atkins |
BKP Media Group |
Sound Engineer |
Darren Altman |
BKP Media Group |
Voice Artist |
Paul Banham |
FP7 McCann Dubai |
Executive Creative Director |