Ogilvy & Mather shows the secrets of Charles Frey for Bernafon
The hearing aid manufacturer Bernafon launches the new product Zerena. Ogilvy accompanies the launch with a 40-page magazine.
On June 19, the Swiss high-tech hearing aid manufacturer Bernafon launched its new state-of-the-art product Zerena. The launch, which will take place in more than 20 countries around the world over the next few months, will be accompanied by the Ogilvy agency, which has been designing product and image advertising for Bernafon for more than ten years. The client and agency have taken a special approach for Zerena.
Instead of focusing on the technological innovations, which are worthy of note but only partially understandable for laypeople, Ogilvy and Bernafon are focusing on an appearance that presents the world of hearing aid users and hearing-impaired people in an attractive and entertaining form for both end consumers and specialists, i.e. audiologists: with the first issue of High Frequency magazine. The magazine focuses less on technical facts and figures and more on the familiar themes of a lifestyle magazine (and therefore the target group's world of experience): from fashion and travel to art and high-tech.
At the center of the 40-page magazine is Charles Frey, who reveals his various secrets for a stress-free, relaxed life. The six secrets, which always have to do with Zerena in one way or another, are integrated into the respective worlds of experience. The magazine includes fashion shoots as well as articles on the latest bar trends, including drink recipes and hot spots, but also a report on the new Gotthard tunnel or the latest apps from the. Supplemented, nota bene, with real third-party advertisements acquired especially for the magazine.
With High Frequency, Bernafon offers audiologists in the individual markets a colorful, true-to-life sales pitch that appeals to both technologists and end users, skillfully combining the B2B and B2C worlds of hearing acoustics. Further issues of the magazine are planned to keep the attention and interest of audiologists high. The core idea of Charles Frey's secrets will also be continued in POS measures and trade press advertisements.
Responsible at Bernafon: Bruno Keller (Senior Director, Marketing & Sales Support); Iris Müller (Project Leader Product Communication). Responsible at Ogilvy Zurich: Gaby Zimmerli (overall responsibility); Thomas Bolliger (CD), Tino Heuter (AD); Markus Sidler (concept/text). Author Article: Michael Agovino (USA). Photography Imagery: Claudia Link Photo Design.