Radio ad campaign for Signia by MullenLowe Singapore doubles up as a hearing test

A new radio campaign for Signia hearing aids from MullenLowe Singapore transformed the instrumental versions of popular songs into a hearing test.

The three commercials played songs like ‘Auld Lang Syne’, ‘Wedding March’ and ‘Happy Birthday’, using medium and high pitched frequencies – typically the first to start fading once hearing hearing loss sets in. And then encouraged people who felt the tunes did not sound right to go in for a full fledged test.

The approach was arrived at after a Singapore-based study released in 2017 revealed that more than 63% of people over 60 suffer from hearing loss issues. But most of them remained unaware of these problems or unwilling to acknowledge them since they believed that they had perfect hearing.

The campaign is ongoing with radio ads across Spotify, local radio stations and social media.

MullenLowe Singapore executive creative director Ang Sheng Jin said: “Hearing loss can reduce quality of life, cause isolation, and even depression if left undiagnosed. We realised there was a need to demonstrate the extent of this problem and encourage people to take action to resolve it.

Signia hearing aids head of marketing communication Thilo Hecth said: “It is a huge issue when people are unaware they have hearing difficulties. Many do not consider using a hearing aid unless they have been diagnosed.

“The team at MullenLowe Singapore team have designed these incredibly effective ads to help our target audience gain awareness of this issue and seek help, allowing them to improve their quality of life.


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