A new nationwide campaign titled ‘What Do You Hear?’ introduces a new tone and brand look from Irish aural healthcare brand Hidden Hearing and its 80-plus clinics. Jointly developed by Initiative and its sister digital agency, Reprise, the ads consolidate the brand’s aural care credentials and aims to build brand awareness and drive footfall into stores.
Hidden Hearing also hopes the ads will further increase the uptake of free hearing tests. Billed as the biggest campaign ever undertaken by Hidden Hearing, it also marks the first time that media agency Initiative has developed a full-scale campaign from brief, media planning/buying to creative concept execution in tandem with Reprise.
Using the latest trends and insights, Initiative developed a consumer first strategic approach to ensure that the rebrand reached Hidden Hearing’s target audience the right amount of times in the most cost-effective way. The ads will run across television, video on demand (VOD), radio, out of home (OOH), press, social and digital until September 27.
Connection
In addition, Hidden Hearing is sponsoring the current run of RTE Radio 1’s Today with Sarah McInerney current affairs and magazine show weekday mornings. The creative highlights everyday sound in playful and imaginative ways using onomatopoeia to illustrate the connection to sound as something that is rich, meaningful and complex.
On TV, using the line “Your hearing anchors you to the world around you”, the campaign shows the connection to nature, family, food, comfort, warmth – all things we love and cherish in life. It also reminds us to protect our hearing and not take it for granted. Initiative and Reprise worked to Hidden Hearing’s marketing director Dolores Madden.
