Phonak Disrupts Hearing Aid Category with 'Marvel' of a Campaign from Terri & Sandy

When leading hearing solutions provider Phonak started preparing for its revolutionary new line of hearing aids, they briefed agency of record, Terri & Sandy, in anticipation of its global launch. The independent agency not only came back with a campaign idea unlike any the hearing aid category has seen prior, they also proposed a slogan suggesting a new product line name: 'It’s not just a great hearing aid, it’s a multi-functional marvel'. 

Leaders throughout the Phonak organisation rallied around the name 'Marvel' for capturing the groundbreaking nature of the product technology - combining exceptional sound quality with universal Bluetooth connectivity, rechargeability and seamless integration with a suite of smart apps. Marvel technology also marks the world’s first hearing aid family to fully support binaural direct streaming from iOS, Android and virtually all other connected devices. Marvel’s first product, the Audéo M, is now officially available in the US.

To back the launch of the Marvel product family Terri & Sandy created, 'Love At First Sound', a series of films starring two fictional best friends - Sarah, who has purchased a set of Marvel hearing aids, and Ellie, her quirky sidekick. The campaign emphasises the multi-functional nature of the product and the many ways it enhances Sarah’s life. Each webisode brings different Marvel product attributes to life – from its ability to stream music, podcasts and TV shows directly from the hearing aid, to automatic environmental audio adjustments, to smart apps enabling a customised listening experience.

The series will air on social media platforms, the Phonak website and in hearing care professionals’ offices throughout the country. TV versions will also air in European markets.  

Thomas Lang, senior vice president of marketing at Phonak says: “We knew Marvel would revolutionise the life of people with hearing loss, so we asked Terri & Sandy to come up with a disruptive and creative approach. We are pleased to see so many positive reactions from the industry about our launch campaign as well as the numerous benefits of our multi-functional Marvel hearing aids.”

Terri Meyer, CEO of Terri & Sandy, says: “Our goal with this campaign was to erase the stigma often associated with hearing aids and even ageing. Sarah is not the typical character featured in hearing aid advertising. She’s fun, tech-savvy, and finds her Marvel devices remarkable rather than a burden.”