| Title | HEARING TEST CONCERT |
| Brand | NEUROTH |
| Product/Service | HEARING AIDS |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
FCB ZÜRICH, SWITZERLAND
|
|
Contributing Company
|
FCB ZÜRICH, SWITZERLAND
|
|
Production Company
|
WIRZFRAEFELPAAL PRODUCTIONS Zürich, SWITZERLAND
|
Credits
| Dennis Lück |
Fcb Zürich |
Chief Creative Officer |
| Flavio Meroni |
Fcb Zürich |
Art Director |
| Marcin Baba |
Fcb Zürich |
Art Director |
| Sören Schröder |
Fcb Zürich |
Copywriter |
| Mateo Sacchetti |
Fcb Zürich |
Copywriter |
| Manuela Tappe |
Fcb Zürich |
Creative Technologist |
| Marie-theres Ott |
Fcb Zürich |
Account Director |
| Elodie Caucigh |
Fcb Zürich |
Account Manager |
| Mark Becher |
Fcb Zürich |
Strategy Director |
The Campaign
On average, it takes 7 years to convince people to do a hearing test. That is the biggest business problem in the segment of hearing aids and hearing tests. The opportunity was to turn this problem into the solution. How can we make people like a hearing test? With the hearing test concert, Neuroth did the first enjoyable hearing test and people voluntarily followed the invitation from Neuroth. And that made it relevant. The campaign consisted of three phases: 1) Inviting people to the concert. 2) Creating a dialogue with the consumers. 3) Approaching the consumer also after the event. The time span for all three phases was three months.
For the first time, people enjoyed having a hearing test. This was such a huge ice-breaker for the target group, that almost 50% of all visitors of the concert approached Neuroth after the event to seek further advice. The final result was a sales record in the history of Neuroth. Thanks to turning something unpleasant into something pleasant. Standing ovations for a hearing test. 1100 hearing tests on location. 428 follow-up appointments. Invited journalists provided free media exposure (in the national health and lifestyle press). Three month after the branded event, over 2400 hearing tests were conducted and more than 1200 hearing aids were sold. A record for Neuroth.
The key branded content element is the concert itself. It is a pleasant event people love to attend. What Neuroth did was to integrate their biggest business problem into a pleasant surrounding of a concert: a hearing test was integrated into a classical concert with Beethoven`s 5th symphony placed by the Swiss Youth Symphony Orchestra.