New campaign for Lyric3 launch

According to a Phonak press release Lyric3 remains the world’s only 100% invisible hearing solution for mild to moderately severe hearing loss that can be worn 24 hours a day, 7 days a week, for months at a time. Two new sizes (XXS and XXL) have been added to the portfolio of products, taking the total number to seven. The XXS is for clients with smaller ear canals who previously may have experienced discomfort with the XS; whilst the XXL is for those who were experiencing feedback due to larger ear canals. Phonak say they have also improved reliability across the product range.

In America, an advertising agency – Terri and Sandy – have developed a campaign to address the many issues affecting hearing aid take up. Steering clear of the usual approach to hearing aids advertising, the agency are using a tongue-in-cheek, playful humour to convey how hearing aids are not a barrier to connecting with others but rather a solution to help people live life to the fullest.

Americans typically take 5 years before seeking help for their hearing, and then only one-third who could benefit from a hearing solution actually do something about it. Those that are proactive state that sound quality, ease of use, and cosmetic appearance are among the most important factors in deciding whether or not to purchase a hearing aid. With these statistics in mind, the advertising agency has exploited the key messages that the Phonak Lyric addresses all three of these factors. The in-ear placement of Lyric close to the ear drum utilizes the ear’s natural anatomy to facilitate more natural sound. As the industry’s only extended wear hearing aid, Lyric is hassle-free, with no need to regularly take it out, put it in, or turn it off, or change batteries and placement is so deep in the ear canal that it is not visible.

The new print and online campaign is appearing across America, leveraging the unique benefit of invisibility. The advertisements feature couples in intimate moments with bold headlines like, “My midlife crisis is obvious. My hearing aid is not.” Another headline reads, “Tonight, I’m wearing nothing but my hearing aid.”

“We saw an opportunity; to promote a breakthrough product with an equally breakthrough campaign,” says Sandy Greenberg, CEO and co-founder of TERRI & SANDY. “Lyric provides the complete invisibility that some hearing aid wearers desire. The result is feeling confident and free, with no limitations.”

“This forward-thinking campaign allows us to break down barriers for the millions of Americans with hearing loss whom Lyric can help,” said Susan Whichard, Vice President of Business Development and Industry Relations, Phonak Lyric. “Lyric3 features improved reliability and two additional sizes. Now, more wearers can benefit by choosing the world’s only 24/7, invisible device with trusted Phonak hearing performance.”