Our strategic focus was to demonstrate how people’s lifestyles were impaired when they suffered from hearing loss. We used Roy Morgan Research to identify the top activities in each market and tailored the creative executions to suit: going out for drinks, going cycling or listening to music. Each ad had an offer for a free hearing test, or encouragement to trial Connect Hearing’s online hearing test as a less confronting option at home. The creative went through online pre-testing against a 50+ audience sample.
Images and copy were designed to appeal to each target ie the ‘private’ target had copy references to latest technology & aesthetics, while the ‘government’ had information on rebates.