The Hearing Test in Disguise is an example of how a campaign can lead to real patient outcomes.
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, however 85% do nothing about it.
As the global leader in implantable hearing solutions, Cochlear’s biggest competitor is not a rival brand – it is the inaction of their potential customers.
‘Does Love Last Forever?’ is a short film with two different endings, depending on the viewer’s hearing ability. It’s a hearing test in disguise.
This campaign set out to get people who are in denial about their hearing loss to recognise they have a problem. By disguising the hearing test as a short film, we were able to turn what can be a daunting experience into a subtle, enjoyable and accessible testing device.
We selected unbiased environments such as cinemas and film festivals where we could deliver a true disguised test when our audience’s guard was low. Content was seeded via social, Outbrain and digital display, to drive people to the campaign microsite to watch the film, without knowing it was a hearing test.
The campaign has exceeded all KPIs. Over 137,000 people took a hearing test, people who ordinarily would not be tested.
Most importantly, despite a lead normally taking up to six years to complete to surgery, 13 people have already received a Cochlear implant after seeing the campaign, with many more in the pipeline for 2018.