How it works: - The red 'noisy' text is filtered out by the glasses red lenses.

- the previously invisible black text (our message) jumps out… just like a friend's conversation suddenly becomes clear when using the new hearing aid.Applications: This idea works in print as well as on screens, so we applied it to the full b2b/medical media spectrum:- first, b2b ads pre-announcing the launch before the main French congress (glasses were inserted in magazines)- then personal invitations to the congress (glasses in envelope)- pre-marketing emailings- in the congress: booth design, posters, give-aways- post-congress 'thank you' mailings- Powerpoint presentations to staff and Doctors- then picked up by distributors to use in b2c: shop windows, direct mail

RESULTS: +32% in 3 daysThe Congress launch was an unprecedented success, both in image and commercial results:- IMAGE:Never before seen attendance at the launch booth (traffic up +60% vs previous year).0ver 80% of congress participants used the glasses.The new hearing aid was, after a single congress, clearly established as THE reference product in upscale systems.- COMMERCE:Year-to-year product pre-orders soared by 32%, in only 3 days of Congress.B2B distributors picked up the concept, asking if they could to use it in b2c: shop windows, direct mail, etc.