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			Oticon – Tego and the Hearwell family

Challenge Oticon produces hearing aids for a worldwide market. The market for hearing aids is extremely innovation-driven and product launches gets all the attention among dealers.  Therefore Oticon has products ”at stock”, which do not reach their earning potential because they have to give way for new products launches. One of these products is Tego, which is number one at the market of medium quality hearing aids. As a mature product Tego has peaked and is no longer in focus at the local markets. Our task was – via a campaign – to support Tego in the market and prolong its lifetime and value for Oticon. Solution The strategy should: Ensure both dealers’ and employees’ motivation and focus Ensure a high level of knowledge about Tego (product features and benefits) Create involvement, which would last over time Therefore we chose a strategy where we combined entertaining campaign elements with educational elements towards the dealer and connected both with a sales offer. Based on each dealer’s sales statistics we tailor-made the Tego offer so that it was both realistic and attractive for the dealer to keep focus on the product. The audiologists are the employees in the hearing aid shops who take care of customer advising. They uncover the customer’s hearing loss and choose/adapt the hearing aid for the person in question. These audiologists we motivated with a campaign universe where they could: Win as a result of their knowledge about the advising part of the customer care Win as a result of their knowledge about Tego Creative idea: Meet the Hearwell family, answer their questions and win great prizes It is natural for the audiologists to choose among the products that the dealers have “at stock”. They will often have individual preferences and sales encouraging activities affect their choices. But the audiologists primarily focus on the customer advising – not on optimizing the dealer’s income by concerning themselves with the product mix. In this way the campaign should awaken their professional and human interest in motivating customers and getting involved. And this we made possible by establishing a story, which invited the participants to join the campaign and come play with us: The Hearwell family consists of 4 fictive persons, who appear in an online universe with 4 quiz rounds. These persons give the contestant different tasks related to his/her professional roll as an audiologist. The tasks are presented as multiple choice questions, which the contestants have to answer correctly to get access to each round of the lots drawing for prizes to the dealer’s employees. The contestants should answer individually – but could only win collectively. This motivated each contestant and at the same time created an interest in sharing knowledge and helping each other. Campaign elements: A letter to the dealers with campaign information plus a poster and a folder as supporting material for selling the activity to the employees.   For each quiz round the contestants received an e-mail invitation. An online quiz site. At the front page of the site one of the persons in the story introduces the first assignment. The contestants could get an updated story by using the main menu. In each round the contestants got a task and some questions they had to answer to qualify to the lots drawing for the prizes of the specific round. After each round we store all data of each contestant. And now the contestant took part in the lots drawing for the prizes of the round plus the final lots among the ones who had answered all questions correctly. After the final round the contestants evaluated the campaign by answering some questions. Results Sales progress at 9,9% among the participants, measured from the beginning of the campaign to the end of the year (6 months). More than 5 times as many employees participated compared with earlier dealer promotions. More than each 10th of every dealer participated with 4 employees in average during all 4 weeks of the summer holidays. 96% accomplished all rounds. I the final evaluation the employees said: 98% thought the questions were relevant 98% thought the story about the Hearwell family was relevant 55% learned something new 100% would like to participate in similar activities for other Oticon products

Hasselblad Anniversary Campaign Oticon – Tego and the Hearwell family Statoil ”Dirt crusher” Statoil ”U-turn” – win back Janssen-Cilag – ”The Pain Dialog” Citrix: “Trivial Pursuit”