Wunderman: The smallest hearing aid staged for Phonak
Hearing aid manufacturer Phonak is launching the Audéo Mini, the smallest hearing aid in the company’s history. To support its targeted launch, Wunderman Zurich developed an international dialogue campaign.
According to the agency, the aim was to give the small hearing aid as big a stage as possible. This was achieved through text ads, among other things: compared to the huge headlines, the Audéo Mini appears tiny as a 1:1 image.
The content of the statements has become the process of finding a name itself: How do you name something extremely small without the name sounding ridiculous? Terms such as "Itsy-bitsy" or "Klitzeklein" were used to show that it was difficult to give something so tiny a worthy name. This mechanism was used to dramatize other product advantages in addition to the size of the product.
Among other things, a direct mailing including a brochure, advertisements and POS measures are used, which are realized by national companies in cooperation with the Wunderman network.
The content of the statements has become the process of finding a name itself: How do you name something extremely small without the name sounding ridiculous? Terms such as "Itsy-bitsy" or "Klitzeklein" were used to show that it was difficult to give something so tiny a worthy name. This mechanism was used to dramatize other product advantages in addition to the size of the product.
Among other things, a direct mailing including a brochure, advertisements and POS measures are used, which are realized by national companies in cooperation with the Wunderman network.
