ROLE: CREATIVE DIRECTION

EDGE AI CAMPAIGN + LAUNCH

Coming after major new leap for Starkey less than 2 years ago, Edge AI built on an already great thing with a new more powerful radio and noise management system. This launch was an improvement in technology, but was not as comprehensive as the previous launch, Genesis AI had been.

I led my team in proposing this as an opportunity to reinforce the amazing products we have while diving deeper. What do these improvements really mean for the patient and professional.

We know people lead with and make decisions emotionally not logically. Even our persona Tina Technical feels better understanding data about a product. The most emotional part of the hearing journey is the joy of hearing again. This is true for both patient and professional. Professionals see the joy in their patients and patients feel the joy when they feel like themselves again.

THE IDEA

A shoe is just a shoe, until you step into it.
A hearing aid is just a device… until you hear your life through it.

For Afton we went out an stepped into those shoes. We learned those stories and what better hearing actually meant to our patients lives. Then we let those stories be the catalyst for us to tell ours. Letting our patients see the joy of living their best life and reinforcing why our professionals do what they do and why Edge AI is the best product for their patients.

We found 5 hearing aid wearers around the US, fit them with new product, and asked them to share their hearing story what better hearing meant to them. We then used their voices and likeness as our hero for the campaign. We produced a video for each wearer along with an extensive image library. Pull quotes were taken from on camera interviews and used in print pieces.