What if we could make a real difference by finding new unconventional ways to drive awareness of hearing healthcare?
Challenge:
Create AWARENESS about hearing care during World Hearing Day March 2023.
Solution:
Launch a first of its kind radio campaign on National Station Metro FM that taps into affluent black trendsetters, by getting presenters to undergo a hearing test, running a radio ad that plays with sound in a tactical way, while ensuring we have a strongcall to action to take the first step.
Maximising our PR exposure.
Results:
Delivered: 62 Spots 3 March – 16 March 2023, Reaching an audience of 3 705 000 at an average frequency (OTH) of 6.
High reach and engagement on social media.
Spike in online tests conducted and brand interest.
BIG IDEA - METRO FM
From the first of March there will be mentions of world hearing day which will take place on the 3rd of March 2023 where we will have an in-studio Broadcast with the dj between 6:00 – 9:00
The radio DJ, the team will be getting hearing test and be interviewed on live radio on the day of the experience
For the duration of 2 weeks we will receive:
*40 Spots X 30 secs” recorded pre-promo spots
*5min interview on the 3rd of March
* Exposure on Social Media valued at R40 000.00 (Metro FM)
PR PLAN
Set up and manage an interactive influencer campaign that will create interest, encourage engagement and generate talkability.
Two well known personalities / social media influencers were selected to drive the campaign and bring it to life.
Leveraging World Hearing Day on the 3rd of March, influencers will share their experience while creating a call to action for the audience get tested over the weekend 3-5 March.
Each influencer conducted the test and talked about why it’s important to also do the simple 5-10 min test on your phone, using headphones.
“This was the first time we had attempted a campaign like this and really feel it was a success as it not only drove awareness of hearing care but we could see an instant spike in brand interest. Thanks Think Leverage for guiding us through this journey.”
Tarmi Prinsloo, Marketing Manager