| Title | HEARING TEST CONCERT |
| Brand | NEUROTH |
| Product/Service | HEARING AIDS |
| Category |
A02. Use of Live Shows/Concerts/Festivals |
|
Entrant Company
|
FCB ZÜRICH, SWITZERLAND
|
|
Advertising Agency
|
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 Brief
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. Hence, to convince people to do a hearing test with Neuroth was the challenge.
Campaign Success
People don`t like doing hearing tests. 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
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.
Explain why the method of promotion was most relevant to the product or service
How can you activate people to do a hearing test? How can you promote something that people don`t want to do? The hearing test concert was a pleasant way to activate the target group. And the tests are the first step to sell hearing aids.