Goals and objectives
One in six New Zealanders experience hearing loss, often without realising it—frequently mistaking the issue for background noise. Despite facing daily challenges such as following conversations in noisy environments, many delay seeking help due to social stigma and misconceptions about hearing aids.
Building on the success of the previous year’s award-winning “The Gift of Hearing” campaign, Triton Hearing sought to deepen public engagement by transforming passive awareness into active participation. The goal was to create an immersive, interactive experience that not only educated but also allowed users to feel the reality of hearing loss firsthand—prompting meaningful behavioural change.
Surprising Insights
The campaign’s most surprising insight was the overwhelming response to its physical-to-digital innovation. A 1328% increase in QR code scans revealed that print, when paired with interactivity, can be a powerful engagement tool.
Additionally, the campaign’s emotional resonance—rooted in humour, nostalgia, and relatable scenarios—proved critical in breaking down stigma. It motivated people to take real steps toward better hearing health, validating the strategy of combining technology with human-centric storytelling.
“The fully integrated campaign encouraged New Zealanders to reconnect with the moments that matter most this festive season, thanks to Triton Hearing’s new AI-powered hearing tech which delivers exceptional sound quality in noisy, social settings, making it easier for people to enjoy conversations and celebrations. The campaign seamlessly integrated across Stuff’s multiple platforms and publications, allowed us to share the many benefits and customer experiences of this new technology. And now it’s fast becoming our most popular hearing tech!” – Lucy Rei, Head of Marketing, Triton NZ