copeland's work

island hearing

brand awareness campaign

In a category where plausible denial is the most common reaction to losing one’s hearing, we knew that telling people straight that they needed help would be met with more denial. Copeland also had to find a way to break through the perception that hearing aids were expensive.

Appealing to consumers’ emotional and rational sides, we developed a campaign using non-intimidating, humorous situations like a bird with its beak tied alongside the phrase ‘hear what you’ve been missing’. The rational component was the result of a manufacturer co-op discount in the form of a coupon that could save consumers up to $800. The campaign resulted in a significant national lift in leads and sales.