Who: HearCanada, with Wasserman for strategy, creative and media; Kiddo Productions for production; PostPro Media for post-production; Vapor Music for audio; and The Sequence Group for VFX.
What: “Turn Up Life,” a national campaign for the recently rebranded hearing healthcare provider that aims to de-stigmatize hearing loss. It’s Wasserman’s first work for HearCanada since winning the business as part of a four-agency review in September.
When & Where: The campaign launched on April 17, running nationally through September across TV, digital, social and newspaper.
Why: This is HearCanada’s first campaign since a July rebrand that saw it consolidate its 16 retail banners—including Helix Hearing Care and Lifestyle Hearing—under the HearCanada name. The company currently operates 80 centres, with plans to open another 10 before September.
Most marketing around hearing care is aimed at people 70+, said HearCanada’s vice-president, brand and market strategy Terri Brzozowski. The goal with this campaign is to reach Canadians 55 and older—people who might be experiencing the first signs of hearing loss, but who are also positioned to speak with elderly parents who might be dealing with hearing issues of their own.
Increased brand awareness represents a “significant” campaign objective as HearCanada looks to grow in the category, which is currently dominated by Costco, said Brzozowski. Only about one-fifth of people dealing with hearing loss are doing something about it, meaning there’s ample room for growth.
Why Wasserman: “What we really liked about Wasserman is that we felt they would help us disrupt,” said Brzozowski. “They understood the need to break out of the [category] mold, and were willing to take some risks with us. We also liked that they were very keen on metrics and making sure that our campaigns are working for us.”
How: According to Brzozowski, many people dealing with hearing loss tend to retreat from life because it can make them feel old and embarrassed. The campaign is designed to show how the right treatment can help them recapture their zest for life.
It is anchored by a 30-second spot that represents what Brzozowski describes as a “big departure” from previous advertising, both for HearCanada and for the category as a whole. The spot opens on a women in a barren room placing a hearing aid in her ear, and immediately being whisked into a brightly coloured world where music is playing along with sounds like the opening of a pop can or bicycle tires crunching over fall leaves are distinctively audible.
“It really speaks to wanting to break out of industry standards of grandma and grandpa walking along the beach,” said Brzozowski of the creative approach. “We’re showing that people with hearing difficulties or hearing loss are still living life, and the campaign is about being vivacious and energetic.”
And we quote: “We wanted viewers to see someone getting their love of life back. The moment you can hear your favourite music again, or the laughter of a life partner, or even the autumn leaves rustling underfoot—that’s a moment of exhilaration.” — Cam Landell, president, Wasserman
