Groundbreaking concept that creates a paradigm shift
Global market leader Oticon was about to launch their biggest product innovation in years. In an industry that had a narrow focus on speech coming from the person right in front and shutting down all other sounds, also known as directionality, Oticon knew this release held a big potential if it was executed with a truly unique, ground-breaking product concept.
The objective was to create a cut-through in the market and to create a strong platform for sales.
How it began
A truly unique technology
Contrary to conventional hearing aid’s narrow directionality, Oticon Opn™ is based on a radically different technology, enabling an ‘open’ 360 degree sound experience, where speech is amplified, and disturbing noise is attenuated. The challenge was to create a unique concept that could promote and effectively communicate Oticon’s revolutionary sound technology. At the same time, the concept should manifest the product’s incomparability towards both professionals and end-users and thereby create a paradigm shift in the industry.
Developing the solution
Challenging convention to open up the sound scene
Through workshops and a market test, different concept scenarios and product benefits were tested. The process involved hearing aid dispensers and over 1,500 end-users in USA, Germany, France, and Denmark.
The creative concept, “Open up to the world,” was the outcome of a thorough process involving internal and external stakeholders. It positions Oticon strongly against competitors by closely tying key features and benefits together with a differentiating position and headline encapsulating that users experience a radically different sound scene and in turn, open up to the world around them.
The outcome
Winning market shares
Following the launch of Oticon Opn™ in 2016, Oticon won market shares and increased stock value with a record-breaking sale of more than 1.000.000 hearing aids. Additionally, brand tracking shows that Oticon gained strong brand momentum and is now recognised as the strongest brand on the market. This powerful concept effectively positioned Oticon as a pioneer in contemporary hearing solutions, elevating the Oticon brand to new heights.
About Oticon
Oticon is a leading global brand in high-performance hearing aid solutions that benefit users in over 100 countries around the world. Based in Denmark, the company employs in excess of 3,000 people and distributes its products through sales offices across 24 countries and 80 independent distributors worldwide.
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