We are proud to present
CASES
- SAS - Travel Policy Generator
- SAS Economy Extra - The story of Christian
- Sparbank – The Pension Check
- ATP – An unsolicited application
- ATP - Close-up on your life
- Relationshuset - Give Your Hand
- Amnesty Int'l - Welcoming dialogue
- Basisbank - Basis check
- Bonnier Publications - Welcoming dialogue
- Bonnier Publications - Win back
- BuildDesk - Launch
- Codan and DaneAge - A pause for thought
- Elsparefonden - Recommend the A-pump
- Fujitsu Siemens Computers - Build bridges dialogue
- GN ReSound - The ReSound experience
- KILROY travels - Online cross sales
- Q8 - The great oil auction
- SAS/Save the Children - Collection campaign
- SAS Snowflake - Give your dream trip wings
- Skandia Pensionscoach - pensionscoach.dk
- Janssen-Cilag: New knowledge of migraine treatment
- Hasselblad Anniversary Campaign
- Oticon – TEGO and the Hearwell family
- SAS EuroBonus – Automated up- and downgrading email
- SAS upgrade campaign – From Economy to Economy Flex
- Statoil ”Dirt crusher” – Lead generating activity
- Statoil ”U-turn” – Win back activity
- Coloplast – Share Your Care
- Deloitte – Lead generating
- Janssen-Cilag – ”The Pain Dialogue”
- Citrix - "Trivial Pursuit"
- Song Networks - Dialogue with potential customers
- Postbanken - A sales training program via email and voice response
- Weibulls - An introduction to the Danish market
- Song Networks - Customer dialogue and service concept
- Postbanken - Dialogue with employees who have customer contact
- Postbanken - Self-service gives loyalty
- Song Networks - Lead generating
GN ReSound - The ReSound experience
GN ReSound in the USA
The challenge
Danish hearing instrument supplier GN ReSound sells products worldwide and has a large base especially in the US. But the US hearing instrument market is also large, with plenty of competitors. This has led to a fight for the dispenser’s attention and subsequent product cannibalization. As well, because there are so many different products from different suppliers to choose from, dispensers are basically free to switch from supplier to supplier whenever the best deal is presented or newest product launched.
The strategy
Our strategy was two-fold: We created a total product portfolio from four Open-fitting hearing instrument using GN ReSound’s most recognizable product in order to break through the high frequency of competitive product launches, and we communicated the birth of this portfolio via a kind of campaign the US rarely experiences.
The ReSound Experience campaign communicates to four specific types of dispensers: the expert, the professional patient advocate, the shopper and those who want it easy. This allowed us to start a dialogue with them using their own type of mindset and business needs.
Using a scientific approach, we gathered dispensers’ experiences of Open fitting technology through a survey and delivered them in a report for the entire US hearing instrument community. Campaign elements were visually stimulating and used a “we need your input because we want to improve the future of hearing healthcare” tone of voice.
Results
- 36% of the target audience completed the ReSound Open fit survey. That’s over 100% greater than our goal of 16% survey completion
- In other words, 650 dispensers were involved in the report – in an industry where other studies usually only attract approx. 100 participants
- 72% of the survey participants were mapped by the end of the campaign
- 42% of the participants became hot leads for GN ReSound telemarketers through our readiness to buy questions. In addition, 51% of participants asked to be contacted regarding their product offer