Mangos, a full-service advertising agency, has designed a new global product marketing campaign for the Hearing Instruments division of engineering giant Siemens Medical Solutions.
Historically, hearing aids have been viewed as an obvious sign of old age. With one in every six baby boomers requiring some form of hearing assistance (but putting it off an average of seven years), Mangos set out to reshape the image of hearing devices by appealing to boomers' sense of individuality and personal style.
The new campaign asks, "Why Hide Your Vibe?" It introduces the first hearing device that "fits you inside and out." It's the perfect description for the new Vibe. Instead of sitting behind the ear, or being buried inside the ear, the Vibe is made to tuck into the crest of the ear, the small hollow just above the ear bone. Its interchangeable covers come in 19 different patterns and colors.
Vibe's radical new design and features have great customer appeal according to Bradley Gast, President of Mangos. "Is it a Bluetooth earbud? An MP3? A piece of jewelry? Our campaign takes advantage of the fact that this product's design really blurs the line between a medical device and consumer electronics. We positioned Vibe to tap into the mindset of people who are independent, seek new and unexpected products, and refuse to ever blend in."
Mangos named the product and designed the color palette of the Vibe covers, as well as the product packaging. The fully integrated campaign includes print ads (picture an attractive woman wearing a leopard print blouse with a matching leopard print Vibe nestled in her ear), brochures, sales tools for audiologists, and an online component.
Mangos has served over a dozen healthcare companies in the past ten years. From global launches of highly complex CT and MRI imaging technology to consumer image campaigns for health systems, Mangos is driven to help its clients stand out in today's crowded healthcare marketplace. Gast notes, "Our work has succeeded in this highly technical space because we bring a human voice to it."
The Vibe print ad was recently selected as a finalist by Medical Marketing and Media for Best Product Ad in Professional press. And Mangos was honored with gold level awards in a prestigious healthcare advertising competition sponsored by the Healthcare Market Report, the National Newspaper of Healthcare Marketing.