SONYA CLIBBENS
Art Direction / Print Design AGENCY: Red C
The objective was to enhance the sales performance of Phonak's ITEs (in the ear hearing aids). To achieve this, a comprehensive direct mail campaign was developed, incorporating a B2B video, a persuasive letter, an impactful brochure, and an enticing promotional pack. In addition, a captivating B2C video was designed to play on a dynamic POS display stand. To streamline the communication and make it more effective, the existing 12-page Phonak brochure was refined and condensed into 8 concise and compelling pages. A clear and engaging tone of voice was carefully crafted to resonate with the target audience, creating a persuasive narrative. To highlight a key selling point, a captivating video was produced, providing an immersive glimpse into the meticulous manufacturing process behind Phonak's ITEs. This visual storytelling approach effectively established the brand's unique value proposition. The Direct Mail Pack proved to be instrumental in driving increased sales of ITEs, particularly among loyal accounts. By identifying and partnering with accounts that demonstrated a strong track record of selling ITEs, Phonak was able to leverage their influence to promote and sell Phonak's products. This strategic approach resulted in a notable expansion of market share, solidifying Phonak's position as a leader in the industry. The carefully curated direct mail campaign successfully captured the attention of both B2B and B2C audiences, inspiring confidence in the quality and innovation of Phonak's ITEs. Through targeted messaging and engaging visual content, the campaign empowered loyal accounts to drive sales while attracting new customers, ultimately contributing to the growth and success of Phonak's ITEs in the market.
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