Challenge
Market Triano™, an advanced but more costly hearing aid than competitors to a highly price-sensitive audience, which generally considers one hearing aid about the same as another.
Research from American Opinion Research, our wholly-owned global research company, found people “hate” wearing hearing aids, really hate them, calling aids difficult to fit, embarrassing, uncomfortable and ineffective filtering background noise, such as in a crowded restaurant, and sometimes leaving them feeling alone and isolated. That’s why we deliver better results. Period.
Strategy
smartworks ignored the conventional “feel good” advertising philosophy and focused instead on the negatives of wearing hearing aids, resonating with buyers on a more personal,emotional level, and positioning Triano as a solution to their problems.
One ad showed people enjoying themselves in a busy restaurant and a smiling, confident- looking waiter proclaiming, “I hate hearing aids, but I wear my Triano all day long,” positioning it as a hearing aid in a category of its own.
smartworks also created a complementary campaign targeting healthcare professionals demonstrating the ease of programing, a major issue, and encouraging them to recommend Triano to patients. smartworks also created a complementary campaign targeting healthcare professionals demonstrating the ease of programing, a major issue, encouraging them to recommend Triano.
Results
More than 6,000 Trianos sold within just a few weeks, a 19 percent conversion rate and revenue more than six times greater than the media buy. Pretty good for a product no one wanted. smartworks, “I hate hearing aids” campaign was chosen over entries from other Siemens regions around the world to be Siemens Hearing’s first-ever global campaign.
smartworks also created a complementary campaign targeting healthcare professionals demonstrating the ease of programing, a major issue, encouraging them to recommend Triano.
