Over 29 million people in the U.S. have hearing loss, but only a fraction of them wear a hearing device. Our global research showed that while people acknowledge the benefits of wearing a hearing aid, the general view is that “they’re great for someone else, but not for me.”It was time to frame hearing devices from a new perspective.
We attacked the stigma of hearing loss, head on. Appealing to our audience emotionally by connecting to a mindset rather than the standard focus on technology. With an innovative new product that sits in the crest of the ear and offers interchangeable covers, this was the first hearing device that didn’t look anything like one. Our work extended beyond the campaign into product design. Siemens engineers suggested 17 shades of flesh. We expanded the palette. Quite a bit.
We named the new device “Vibe.” Our simple question, “Why hide your Vibe?” tapped into the mindset of people who are independent, seek new and unexpected products and like the idea of shaking up the status quo. The strategy was to celebrate the idea of self-expression. Perfect for the generation that’s never shied away from making a statement.
First-year sales goals were exceeded twofold from our product brand strategy. New distribution was gained and cancelled distribution reclaimed. Medical Marketing and Media named Siemens Vibe “Best New Product Launch.” Audiologists credited marketing for their success with Vibe. As one Audiologist said, “I haven’t carried Siemens in almost 10 years, but I will order this product.”