Hearing Healthcare specialist Audika has launched its new brand in the Australian market this week with a national campaign, ‘Un-Age’, developed by Sydney creative agency Mammal.
The campaign sees four established hearing clinic brands, who have been in the Australian market for more than 90 years, come together as a single new identity.
The ‘Un-Age’ campaign is built upon the strategic insight that though people avoid hearing tests and hearing aids for fear it will make them seem older, the benefits of improved hearing might actually help users to feel younger – often becoming more involved again in family and social interactions, and enjoying an enhanced quality of life.
‘Un-Age’ targets older Australians via a broad selection of media including Facebook, TV, digital display, point of sale, newsprint, and radio in selected markets.
Creative is tailored to the medium and context to convey the message of ‘hearing younger’.
Mammal creative partner, Luke Chess, says the campaign has been a rewarding and enjoyable one to work on.
Chess commented: “The Audika team has embraced a truly customer-focused campaign idea, which has allowed us at Mammal to develop distinctive and different creative across a range of platforms.
“It’s great to see the results of our collaboration come together so well across so many different touch points.”
Audika general manager marketing, Duncan Wakes-Miller said: “We are incredibly proud of this brand launch campaign and excited to bring our client insights to life in such a creative fashion.
“Our heritage is strong and trusted, and we pride ourselves on providing personalised and comprehensive expert hearing healthcare to all Australians.
“To inform this campaign, we commissioned research to understand how people feel about hearing healthcare.
“The research identified, that 90 per cent of clients who report improved hearing after wearing their hearing aids feel better.
“And that one in four clients felt younger!”
Wakes-Miller added: “This campaign raises the important issue of hearing healthcare and the positive benefits for people as they seek to enjoy life more.
“In the future, a sign of old age may be not wearing a hearing aid, rather than wearing one.”
Strategy & Creative – Daffers Little-Jones, Mike Watts, Luke Chess
Production & Management – Belle Oliva, Adrian Leppard
Sound & Editing – Greg Eagle
Digital & Print Design – Mark Moss
Image retouching – Kerry McElroy/Cranky Mermaid
Video Direction – Aimée Lee X. Curran
DoP – Mike Roberts
Photography – Billy Plummer
General Manager Marketing, Retail – Duncan Wakes-Miller
Group Marketing Manager – Abigail Denham-McQuillen
Marketing Manager, Acquisition – Aidan Rodgers
Marketing Manager, Digital – Fiona Hope