Cochlear: The Hearing Test in Disguise

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Advertiser: CochlearBrand: CochlearAgency: CHE ProximityCountry: Australia

Objectives

The challenge

Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, however 85% do nothing about it1.

As the global leader in implantable hearing solutions, Cochlear's biggest competitor is not a rival brand – it is the inaction of their potential customers.

Hearing loss is an emotional condition. Sufferers battle with disbelief, ignorance and withdrawal on a day-to-day basis. In denial about how bad their hearing loss is or dismissing it as part...

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