From a Taboo Topic to a Personal Experience

In the public eye, the topic of hearing is strongly associated with a medical context. Hearing loss is often linked to old age and frailty—an association that leads people to put off taking the first step toward a hearing test for years. Neuroth addresses this very issue and positions itself as the antithesis of this negative connotation through its «Hörstärke» approach.

«Hörstärke on Tour» as a Strategic Foundation

evoq leverages this paradigm shift as a communicative tool, prioritizing experience over education. The overarching campaign “Hörstärke on Tour” serves as the stage for a journey of discovery celebrating strong hearing across all of Switzerland—from the village square in Pfäffikon to the unique unplugged sounds in Zermatt and the crackling of gunfire at the Swiss National Shooting Festival.

The mobile hearing center’s local presence and event-driven nature allow people to easily and enjoyably experience their own hearing—right on their doorstep. This creates a variety of engaging moments that keep the campaign vibrant throughout its duration and continually generate new opportunities for different target groups across Switzerland to connect with it.

Locally rooted, nationally recognizable

The campaign’s visual design translates the campaign concept into a vibrant, dynamic visual language that immediately conveys the experiential nature of the tour. Tour stops marked on a map of Switzerland, complemented by authentic images from the respective regions, transform every event into a local occasion. The target audience recognizes their city, their town square, their surroundings—and thus themselves.

This design principle simultaneously creates local relevance and national recognition. The symbolically mapped route makes the Hörmobil’s journey tangible and builds anticipation for the next tour stop in their own region. The regional imagery gives each stop its own identity without compromising the design coherence of the overarching campaign umbrella or the brand. This creates a visual system that remains vibrant throughout the entire tour while simultaneously ensuring the necessary brand recognition.

Tour kickoff for World Hearing Day in Bern

The tour kicked off on World Hearing Day with a special event in Bern. At the LOEB Classroom, visitors have the opportunity to immerse themselves in their world of hearing through various interactive stations. What does a conversation in a restaurant sound like when you have hearing loss? What subtle details can be heard during a walk in the woods? Which ones can’t? These questions are brought to life through acoustic simulations, allowing visitors to experience firsthand how sound quality changes with modern hearing aids.

Targeted sampling engages potential customers in an approachable way and draws them into the experience. Personal consultations with Neuroth experts, along with an attractive giveaway, round out the experience and encourage further engagement and longer dwell times. 

An easily scalable mix of measures

A key feature of the campaign architecture is its scalability. Individual communication measures can be flexibly tailored to meet specific needs based on the size, location, and nature of each tour stop—ranging from streamlined local outreach using flyers and posters to a comprehensive presence featuring direct mail, advertisements, and sampling campaigns.

This principle gives Neuroth the flexibility needed to respond to local conditions while maintaining national campaign consistency. Together, the various touchpoints form an agile communication system that consistently maximizes the tour’s reach.