case study
Justifying a premium price point through premium creative
Phonak
Phonak needed to reach audiologists across the UK and help them understand what goes into making a Phonak ITE hearing aid, in order to justify the premium price point to their patients.
The challenge
Phonak is a world-leading manufacturer of hearing aids, including a range of bespoke in-the-ear (ITE) devices made to the highest standards of precision and craftsmanship. The brand needed to reach audiologists across the UK and help them understand what goes into making a Phonak ITE hearing aid, in order to justify the premium price point to their patients.
The challenge was presenting complex technical and human detail in a way that would resonate with a professional audience and be remembered after the mailing had been received.
The approach
We created a brand film built around interviews with the craftspeople involved in producing Phonak’s ITE hearing aids, revealing the level of skill, care, and technical expertise required at every stage of the process. The film was then integrated into a premium direct mail pack, with a video screen that played automatically when the pack was opened.
The format was chosen deliberately. For a product where the premium price point is central to the proposition, a premium mailing communicates quality before the recipient has engaged with a single word of copy. The medium reinforced the message.
The result
The campaign played a significant role in encouraging audiologists to recommend Phonak’s ITE range to their patients. By making the craftsmanship visible and tangible, it gave the professional audience both the knowledge and the confidence to justify the product’s premium positioning in their own conversations with patients.
