Digital Craft > Data

HEARPRINT

CHE PROXIMITY, Melbourne / COCHLEAR / 2018

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Overview

Credits

Overview

CampaignDescription

Cochlear, the global leader in implantable hearing solutions, wants Australians to understand, identify and act on their hearing loss, before it's too late.

This is Cochlear Hearprint.

Purpose built software that bypasses the internet's 'one size fits all' audio signal, calibrating music, TV shows and online content to your unique hearing ability.

People set their Hearprint against four frequencies - identified by Cochlear's audiologists as the most important for human hearing.

A dynamic Hearprint is generated from each user, visualising their hearing.

Hearprint can be updated over time, giving Cochlear a direct view of how people's hearing changes. Cochlear then uses this information to help identify the ideal time to have a conversation with the user about their hearing.???

The Hearprint has turned every video, TV show and audio track on the internet, into a moment to remind Australians of their unique hearing ability.

Execution

Hearprint launched alongside two documentaries. The films shared the stories of inspirational Australians whose lives were changed by their Cochlear implant.

Hearprint's interactive set-up and the two films are housed on a purpose-built campaign microsite.

Before watching the films, users set their Hearprint against four frequencies. Four scenes were selected from the films that best sampled the four key frequency bands. This allowed users to select their own level of hearing comfort as they would in everyday life, giving them complete control of the audio experience.

Once set, the audio of the film is calibrated to the users unique hearing ability, so no two people would experience the films in the same way.

The dynamic Hearprint visualisation generated for each user, acts as the interface, and visualisation of their hearing. For most, this was the first time they had 'seen their hearing ability'.

The Hearprint plugin can then be installed automatically using the settings from the documentaries. Once the plugin is installed, it changes the way people experience all online content through their browser.

Hearprint can be updated over time, simply by clicking on the plugin icon and altering the four frequency bands to your desired hearing comfort. An easy and seamless interactive user experience that gives Cochlear a direct view of how people's hearing changes. Cochlear then uses this information to identify the ideal time to have a conversation with the user about their hearing.

Hearprint was promoted with a highly targeted paid media campaign that leveraged 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies.

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