Fewer misunderstandings

One of Sonova's latest pilot tests is designed to make it easier for people with a mild hearing loss to take the step toward their first hearing aid. The new hearing aid "Seven" does not require any software adjustment. It is intended to reduce existing inhibitions when buying the first hearing aid. In the best case, the Seven "understanding device" leads to an immediate improvement in the hearing situation at the point of sale at the hearing aid acoustician's, thus creating an initial positive experience in dealing with hearing aids. Wunderman was able to provide strategic and communications support for the project from the very beginning. The close collaboration of the interdisciplinary team resulted in a fully integrated dialog marketing campaign that included everything from online ads to DRTV commercials, print and POS. At the center are a website and numerous call center measures. Based on the idea of "Avoid Misunderstandings", the target group learns how to deal with the problem of hearing loss in a relaxed and successful manner. Florida, where many retirees live, was chosen as the pilot market. The campaign works in English. Wunderman Zurich acted as lead agency, while the network office in Chicago took care of the local roll-out of the advertising materials created.

Andreas Panzeri