What they were up against
Headquartered in Denmark, ReSound is one of the world’s leading hearing aid manufacturers. Renowned for its history of innovation, ReSound was on the cusp of launching the industry’s first hearing aid designed to seamlessly integrate with Apple products, allowing patients to stream audio from their iPhone, iPad or iPod touch. Competition was hot on its heels, and the pressure was on to be first-to-market with competing brands developing similar products.
What we did to help
We laid the strategic groundwork and discovered three barriers in selling hearing aids: vanity, cost and a perceived lack of performance. Our approach needed to demonstrate the near-invisibility of the technology, showcase the benefit of the product to justify the cost, and bring to life the amazing hearing experience ReSound delivers.
Our research showed that two things resonated most with audiences: the association with Apple and real-life demonstrations of the technology. We incorporated this tech-focused positioning into a fully integrated product launch.
Video
What happened next.
The national product unveiling at the Consumer Electronics Show (CES) made a huge splash. The launch was featured in Wired and The New York Times and on “The Tonight Show Starring Jimmy Fallon.” YouTube views of the CES debut video topped 1 million, while visits to resoundlinx.com exceeded 54,000 within weeks of the launch. The first two weeks of the campaign saw more than 7,200 units sold, breaking both national and global records for devices of its kind.