For maximum impact, Serviceplan created a comedy advertisement, presenting the Sonalto hearing aid as a Revolution (induced promise):
Product revolution: a pre-set listening assistant, at just €299.
Revolution of the distribution circuit: pharmacies!
Added bonus? A media campaign based on RealYtics, in other words a media plan which is adapted in real time according to web visits (by means of the tag reference on Sonalto.fr).
The strength of this campaign has therefore been the decision to use:
- A light and offbeat tone in relation to the seriousness of the problem, aimed at minimizing the stigma of hearing loss,
- A “traditional” communication tone to immediately signify the “revolution” inherent in Sonalto’s original distribution channel: pharmacies,
- A verbal gimmick to help people remember the name of the brand “Sonalto / Sonal quoi ? / Sonaltesse”, a play on words based on the French brand name and the word for Her Royal Highness.
These approaches led to a rapid emergence of the brand and had a significant and immediate impact on requests for trials and sales.