The objectives of this campaign were to increase the market share appealing to the target prospect and lead, and the memorability and consideration of the brand, creating a strong emotional engagement.
People with hearing problems don't want to admit their difficulties and refuse to take a hearing check. They don't listen to their sons' advices. So, how to convince them to take care of their hearing?
We started from the insight that there is actually someone that old people can't help to listen to: their grandchildren. For them, they are the best influencers ever.
We invited people with hearing difficulties to join a focus group. We told them it was for a company producing glasses, asking them how they would convince a child to wear glasses. So we collected their advices to convince the children. At the end though, we made them a surprise: we made them meet their grandchildren and children gave them their same advices to let them understand the importance of wearing hearing aids if necessary and of taking care of their health. The result is an emotional 2 minutes video, on air in cinemas and hosted on www.bastaprovarci.it, the platform we created for the project. The video, in a 60 seconds format, went on air also on TV.
- 155.000 visits on mini-sitevs. 185.000 visits estimated (2.100 lead) 220.000 complete video views on Youtube vs 145.000 estimated 200.000 views #bastaprovarci (reach) 7.200 likes on Facebook 1.500 shared links