The goal of this campaign was to create an ice breaker. To develop an idea that builds a relation between Neuroth and potential consumers. How can we make people like to take a hearing test?
Target audience: Everyone can be affected with a hearing issue. The target audience therefore is very broad. Not only elderly people have hearing issues, it can also apply to younger ones, whether it comes naturally or is the cause of too loud music or noise.
Creative Execution
The sounds of a regular hearing test were played live by a renowned orchestra. Parts from Beethoven`s 5th symphony also served to simulate loud and quiet situations. The audience could follow the parts on a screen and mark on cards where they had trouble hearing. During the break, Neuroth audiologists collected and analysed the cards and the consumers were given the chance to directly have a personal consultation. 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.
1. Standing ovations for a hearing test.
2. 1100 hearing tests on location.
3. 428 follow-up appointments.
4. Invited journalists provided free media exposure (in the national health and lifestyle press).
5. Three month after the branded event, over 2400 hearing tests were conducted and more than 1200 hearing aids were sold.
The strategy was clear from the start: If the biggest problem is to bring people to conduct a hearing test, we have to make that easier for the consumer. The strategy was therefore to create an enjoyable hearing test. With the hearing test concert, Neuroth did just that and people voluntarily followed the invitation from Neuroth.