"Showing Hearing Australia's customers as they truly are: fun-loving, full of life, and who see their hearing device as a lifestyle facilitator."
In collaboration with The Station Agency, Hearing Australia has launched a playful, emotive campaign that challenges stereotypes and celebrates the vibrant lives of Australians with hearing difficulties.
The campaign marks a significant step forward in redefining the perception of individuals using hearing devices as they embrace life to the fullest.
With regard to the campaign’s potential to make a lasting impact, Bernadette Clarke, Hearing Australia’s head of brand and marketing, said hearing aid technology has advanced significantly over the past five years.
"It’s important that we communicate what a difference this technology can make to consumer’s lives and how technology can be tailored to individual lifestyles," she said.
Ian Cassidy, co-managing partner at The Station Agency, aid there are many tired tropes in advertising when portraying an older demographic, and the hearing services category has traditionally fallen into that trap.
"So full credit to Hearing Australia for coming on a journey with us to show their customers as they truly are: fun-loving, full of life, and who see their hearing device as a lifestyle facilitator," he said.
Alasdair Robertson, co-managing partner at The Station Agency, said the campaign recognises the power of emotionally led creative in driving long-term effectiveness.
"In creating a suite of distinctive assets for the Hearing Australia brand including a sonic logo, it will hopefully work to improve brand salience and mental availability, and create meaningful differentiation in what is a cluttered, highly competitive category," said Robertson.
The campaign, which spans across various media channels, including TV, radio, outdoor, digital, social, and in-store activation will reach Australians nationwide through Hearing Australia’s 180 centres.
Credits
Client: Hearing Australia
Head of Brand and Marketing: Bernadette Clarke
National Campaign Manager: Karen Wilson
Rachael Abboud: Digital Marketing Specialist
Creative Agency: The Station Agency
Production: T&DA and Generator United
VFX: Alt.
Music/mix: The Sound Kitchen
