NEW YORK, NY (March 20, 2017) – TERRI & SANDY, a full service advertising agency, is launching a new campaign for the Phonak Lyric™, the world’s only 100% invisible hearing solution for mild to moderately severe hearing loss that can be worn 24/7 for months at a time. Data shows that Americans wait nearly five years before seeking treatment for their hearing loss.1 The new campaign seeks to shorten that time span by highlighting Lyric’s unique advantage of 100% invisibility while delivering clear, natural sound in a brave new way.
According to research, only 30% of the approximately 33 million Americans with some degree of hearing loss actually pursue treatment.1 For those that do seek help, sound quality, ease of use, and cosmetic appearance were among the most important factors in deciding whether or not to purchase a hearing aid.
Now in its third generation, the revolutionary Phonak Lyric addresses all three of these factors. The in-ear placement of Lyric close to the ear drum utilizes the ear’s natural anatomy to facilitate more natural sound. As the industry’s only “extended wear” hearing aid, Lyric is hassle-free. There is no need to regularly take it out, put it in, or turn it off. Lyric wearers also enjoy the freedom of not having to change batteries, with devices lasting for months at a time. Its industry-only advantage of offering 100% invisibility provides a liberating alternative for the large number of Americans who want the convenience of 24/7 hearing with the upmost discretion.
To elevate this state-of-the-art device, independent agency TERRI & SANDY’s new print and online campaigns are a daring take on the aesthetics category. Leveraging the unique benefit of invisibility, ads feature couples in intimate moments with bold headlines like, “My midlife crisis is obvious. My hearing aid is not.” Another headline reads, “Tonight, I’m wearing nothing but my hearing aid.” The campaign breaks free of the typical emphasis on emotional advertising. Instead, it proactively employs tongue-in-cheek humor and playful romance to convey how hearing aids are not a barrier to connecting with others but rather a solution to help people live life to the fullest.
"We saw an opportunity; to promote a breakthrough product with an equally breakthrough campaign," says Sandy Greenberg, CEO and co-founder of TERRI & SANDY. “Lyric provides the complete invisibility that some hearing aid wearers desire. The result is feeling confident and free, with no limitations.”
“This forward-thinking campaign allows us to break down barriers for the millions of Americans with hearing loss whom Lyric can help,” said Susan Whichard, Vice President of Business Development and Industry Relations, Phonak Lyric. “Lyric3 features improved reliability and two additional sizes. Now, more wearers can benefit by choosing the world’s only 24/7, invisible device with trusted Phonak hearing performance.”
Learn more about Phonak on the Phonak Expo Page on AudiologyOnline.
1MarkeTrak 9: A New Baseline. Estimating hearing loss and adoption rates and exploring key aspects of the patient journey, Final Report, March 2015, Hearing Industries Association
