Our challenge was that hearing aids belong to a very niche, low-interest category.

Our objective was to create a lot of noise around the launch of Oticon's new "Dual" hearing aid, on a tiny budget.

The strategy we employed was to send the hearing aids to people who suffer from chronic listening disorders: Members of Parliament.On a tiny budget Direct Mailing to 120 people (MPs), we gained a huge amount of free coverage in major media, reaching an audience of over half a million people within the first week of the launch.

We decided to stage our interactive campaign in Israel’s parliament, a place known for extremely high volume debates.We Direct Mailed an Oticon "Dual" hearing aid to each of the 120 newly elected members of parliament with the message: "How to be a Better Listener". We timed this to coincide with the opening of the new parliament.In parallel, we launched a mini-site (later in partnership with a major news portal) where we ran a monthly survey in which the public votes for the Member of Parliament they consider the ‘Best Listener’. The results were published online and in the daily press.

On a tiny budget with a 97% response rate from MPs, we gained a huge amount of free coverage in major media, reaching over half a million people within the first week of the launch. Our "Best listener" MP of the month, led to a partnership with a major news portal, guaranteeing huge free coverage on a monthly basis for the next four years.

We also got a 97% response rate from Members of Parliament, who wanted to take part in the best listener of the month competition. The Tourism Minister came out with a public statement about the importance of listening.