HIGH FIDELITY PROTECTION
Happy Ears Integrated Campaign
INSIGHT: Many of our favourite activities can be harmful to our hearing health, but people simply aren't using hearing conservation devices.
STRATEGY: Happy Ears don't plug your ears, they protect them.
IDEA: Create an integrated campaign that educates and encourages the use of hearing conservation devices.
Before we begin, let's discuss exactly what this product is. Happy Ears is a new Swedish company that designs ear protection with attenuation levels that are nearly on par with professional products that are 20x the cost. What does that really mean? It means that Happy Ears will reduce the sound evenly, so that the reduction is like turning the volume down on your stereo rather than putting your fingers in your ears, so you can still hear the nuances of the sounds that you enjoy.
While this is Happy Ears' greatest strength, it is also their greatest weakness, because customers don't understand how the product is supposed to work. They expect Happy Ears to block out sound entirely, however Happy Ears are designed to allow users to listen safely. This reality is one of the foundations of the campaign.
CAMPAIGN LAUNCH VIDEO
SOCIAL MEDIA / PRE ROLL VIDEO
(headphones, or R/L speakers recommended)
RADIO
RADIO AD #1
(headphones, or R/L speakers recommended)
RADIO AD #2
(headphones, or R/L speakers recommended)
INSTALLATIONS
ELEVATOR
The elevator installation is complete with Left/Right audio, similar to what is experienced in the pre-roll and radio executions. The image of the foam ear plug is sublimated on an acoustic blanket to further enhance the sensory deprivation experience.
BUS SHELTER
The bus shelter is complete with Left/Right audio, similar to what is experienced in the pre-roll and radio executions. The image of the foam ear plug is sublimated on an acoustic blanket to further enhance the sensory deprivation experience.
BATHROOM STALLS
Ads would be placed in the bathrooms of venues where concerts, DJs, or other music events are taking place, while referencing the muffled music that would be heard through the walls.
The print ads would follow the launch video, and use an orange blanket to signify the plugged sound experienced when wearing foam ear plugs.
BILLBOARD
CUSTOM BRANDING
To help combat the "weirdness factor" of wearing hearing conservation devices in public, custom branded Happy Ears will be sold on select North American tours in 2020 at merch booths.
