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Signia

Breaking out of the category echo chamber

A medium shot of a group of three professionals - a man in a navy suit, a woman with her hair in a bun wearing an amber blazer, and a woman in a black-and-white striped turtleneck—reviewing an architectural drawing outdoors in front of a vivid, multicolored abstract mural.
Client
Signia
Task
Launch campaign
Deliverables
  • Brand strategy
  • Product launch concept
  • Campaign concept
  • Global marketing toolbox
  • Film production
  • Photo production
  • Webdesign
  • 3D product renderings/animations
  • Digital design
  • Social media content

The challenge

Signia is a leading hearing aid brand, known for combining advanced technology with stylish design. In a category saturated with claims about solving speech intelligibility in noisy situations, how could they cut through and convince everyone their innovation really has solved it?

Approach

While most hearing aid manufactures address the low-level benefit of speech-in-noise (“Now you can hear conversations more clearly”), no one was talking about the value of conversations themselves. By owning this narrative, we could find an emotional connection to the product benefit. Audiological technology can be a difficult thing to visualize – how do you show an effect that you can only hear? We worked with Signia’s audiology team to ensure that their groundbreaking system was distilled into a visual representation that could be understood intuitively.

Solution

We developed the concept “The Power of Conversation” which showcased the personal and social value that being able to hear and contribute to conversations can give people.

Result

The concept and campaign helped to solidify Signia’s position as an innovation leader and premium brand within its category – while also uniting the global organization around the product launch.

A close-up of a hand holding a tiny, sleek grey Signia behind-the-ear hearing aid between the thumb and forefinger. A man's face is softly blurred in the background. Text reads, 'Stay informed about the latest technology' next to the product. A Signia logo in the lower right corner.
A medium shot of three people in conversation against a blurred, colorful mural background. A woman in a striped turtleneck holds a blueprint while talking to a woman in an amber blazer and a man in a navy suit. Text reads, 'Real conversations don't stay still.' A Signia logo in the lower right corner.
An overhead view of a youth soccer coach and several players on an orange court, overlaid with swirling white graphic soundwave lines tracking their interactions. Text reads, 'Be one of the first to get the Signia Integrated Xperience!' alongside campaign logos.
A close-up shot of two tiny in-the-ear hearing aids—one with a blue faceplate and one with a magenta faceplate—resting on a textured red notebook alongside a white pencil. A white charging case is blurred in the background, with 'Be Brilliant™' and Signia logo in the bottom corner.
The youth soccer coach in a navy blue hummel track jacket walks outside, holding a green sports net over his shoulder while looking down affectionately at a young child in a blue and white cap. Text reads, 'Don’t miss out on the conversation!' with campaign branding on the bottom corners.
Four professionals stand outdoors gathered around a blue workbench, talking and smiling. Text on the top left reads, 'The power of conversation is the power to make a difference!' The lower left features 'Be Brilliant™' branding, and a Signia logo is in the bottom right corner.
An abstract graphic with a pink and orange gradient background. White, wavy circular lines connect five simple person icons around a central orange circle containing the large white letters 'IX'. Top text reads, 'Be one of the first to get the Signia Integrated Xperience!' with branding logos in the bottom corners.
A wide shot of a five-story urban building featuring a massive, vibrant, multi-colored painted mural of diverse faces talking. The text 'Be Brilliant' is written in large white letters across the top section of the artwork.
Camilla Grove Pelle, Co-CEO, Partner

Camilla Grove Pelle

Co-CEO, Partner

+45 61 71 58 84
cgp@advance.dk

Our work

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