The goal of this integrated Serviceplan campaign for Amplifon was activating people that have difficulties admitting they have hearing problems. This campaign, which was developed for the entire year (2019), also launched a new sound identity, as well as a new signature for the brand.
Hearing loss is a complex and sensitive subject. Often associated with an ageing target as well as an ever-growing base of younger profiles, it usually leads to denial that prevents a person from taking action. The idea behind the Serviceplan campaign is to help people admit that they actually have a hearing problem without making them feel ashamed.
The campaign includes videos that borrow the codes of TV series, whereby subtitles follow the actors’ dialogue until the spectators who compensate for their hearing loss by reading the text are challenged by Amplifon. A series of radio spots were also produced. Each spot uses situation allowing the target to become aware of their auditory problem without judging them. Direct Mailing and Social Media content has also been developed around the same concept.
The new campaign also sees the launch of a new jingle that has become Amplifon’s new sound identity. Translating the essence of the brand, this "audio logo" is inspired by the sounds heard during hearing tests by playing with the left and right speakers. This new sonic universe also supports the newest signature of Amplifon: "You'll hear the difference".