A great theater for fine sounds
With "Manifesto," Noise has kicked off Amplifon's brand relaunch in Switzerland.
Amplifon, with branches in 13 countries, is the world's leading provider of hearing aid solutions. Various brands are represented. In Switzerland, the specialist retailer from Italy is present in all parts of the country with over 80 branches and partner companies, making it the market leader. It offers "professional hearing advice always close to the customer". This fact gave Noise the idea for the claim that manifests Amplifon's unique customer proximity: "Amplifon. Always within earshot."
Noise won Amplifon Switzerland's budget in a pitch and is now presenting a comprehensive repositioning, from the claim to the new corporate identity to the advertising and TV campaign. The campaign's target group is people aged between 55 and 75. The aim is to reduce their fear of making the decision to buy a hearing aid. The main medium is therefore a TV commercial that is specifically placed before the favorite shows of this age group, such as "Benissimo".
The commercial was shot on a Monday when there was no performance at the Kiev State Opera. In Switzerland, a similarly large theater would never have been free for an entire day of filming, says producer Shannon Mildon from Manifesto, who was able to choose from six different venues in the east. The concept wanted a classic theater with boxes, plush furniture and a large stage, "because the spot should radiate a certain value according to the target audience", as CD Patrik Giacobbo from Noise explains. In keeping with this image, director Reto Salimbeni had a stylishly modern stage set built in Kiev. 500 extras were placed in the audience for several hours. They get to see a Dr. Faust, who in his monologue "There I stand now, poor fool! And I am as clever as I was before...". The prompter wants to help the actor, but he can't understand her whispering. A hearing aid would save the situation. But the hero on stage is just like the target audience: he is playing an important role where he should hear "all the nuances". But he is also vain - and therefore does not wear a hearing aid. When designing the umbrella campaign, such facts were combined with strong emotional impulses. Noise also designed posters, brochures, flyers, street stoppers, customer mailings and advertisements. The various print media are based on quotes from customers. These statements show what small but extremely valuable moments are lost if you do nothing about your hearing loss. The sale and fitting of hearing aids is based on trust. That's why the hearing aid acousticians at Amplifon sales outlets should also "get a face" in this campaign, as Marketing Manager Claudia Schilter explains. To this end, the agency "personalized" the print subjects for 56 different local media with the heads of the respective acousticians.
Andreas Panzeri
Noise won Amplifon Switzerland's budget in a pitch and is now presenting a comprehensive repositioning, from the claim to the new corporate identity to the advertising and TV campaign. The campaign's target group is people aged between 55 and 75. The aim is to reduce their fear of making the decision to buy a hearing aid. The main medium is therefore a TV commercial that is specifically placed before the favorite shows of this age group, such as "Benissimo".
The commercial was shot on a Monday when there was no performance at the Kiev State Opera. In Switzerland, a similarly large theater would never have been free for an entire day of filming, says producer Shannon Mildon from Manifesto, who was able to choose from six different venues in the east. The concept wanted a classic theater with boxes, plush furniture and a large stage, "because the spot should radiate a certain value according to the target audience", as CD Patrik Giacobbo from Noise explains. In keeping with this image, director Reto Salimbeni had a stylishly modern stage set built in Kiev. 500 extras were placed in the audience for several hours. They get to see a Dr. Faust, who in his monologue "There I stand now, poor fool! And I am as clever as I was before...". The prompter wants to help the actor, but he can't understand her whispering. A hearing aid would save the situation. But the hero on stage is just like the target audience: he is playing an important role where he should hear "all the nuances". But he is also vain - and therefore does not wear a hearing aid. When designing the umbrella campaign, such facts were combined with strong emotional impulses. Noise also designed posters, brochures, flyers, street stoppers, customer mailings and advertisements. The various print media are based on quotes from customers. These statements show what small but extremely valuable moments are lost if you do nothing about your hearing loss. The sale and fitting of hearing aids is based on trust. That's why the hearing aid acousticians at Amplifon sales outlets should also "get a face" in this campaign, as Marketing Manager Claudia Schilter explains. To this end, the agency "personalized" the print subjects for 56 different local media with the heads of the respective acousticians.
Andreas Panzeri
The spot from the Kiev State Opera is intended to radiate high quality with its decor and ambience.
