Stay sharp in the real world

Building on solid insights

Oticon aimed to craft a distinct and robust concept to introduce a new product designed to protect hearing aid users from disruptive sounds that detract from their listening experience and divert their attention. We created a strong concept “Stay sharp in the real world” for an international integrated product launch campaign that targeted both hearing care professionals and hearing aid users.

How it began

Revolutionary technology

With Oticon Real, Oticon had taken the next step in hearing aid technology, developing a hearing aid that opens up to all relevant sounds but also revolutionises how a hearing aid handles potentially disturbing sounds. The task was to communicate the value of the new product in a way that hearing care professionals and hearing aid users understood.

Developing the solution

Test, and test again

With a completely new product, it was necessary to do a market test first focusing on the potential needs the new product can meet.

To get a better understanding of the product appeal to hearing care professionals and hearing aid users, we developed a second test focused on the communication concept. In this test, different concept directions, visual directions, and concept ads were tested for appeal and desire.

The outcome

International launch

As a result of these tests, we developed the concept “Stay sharp in the real world”, addressing hearing aid users’ desire to stay sharp in all situations and have access to all sounds while being free from disturbances. This strong concept formed the basis for an international integrated product launch campaign that targeted both hearing care professionals and hearing aid users.

In collaboration with Kunde & Co, we conducted an extensive market study of Oticon Real’s unique value. Using these insights, we successfully developed and launched a strong, versatile concept that enhances Oticon’s market-leading position”.