来源:SocialBeta
Does Love Last? 预告片
在澳大利亚,大约有 350 多万人患有某种程度的听力损失,但通常这些人自己并不知道,也对耳朵的问题不太重视。不过现在有个品牌操心起了这件事——为了「哄骗」大家去主动检查检查听力,Cochlear(可植入听力解决方案、人工耳蜗制造商)创建了一个听力测试,还为了推广测试用心良苦地拍了一部爱情片……
首先他们在社交媒体放出了《Does Love Last?》一分多钟的预告片,里面展示了一对情侣从年轻到年老的相处场景,你可能会发现他们在诸如对 mixtapes 音乐的喜欢上都存在着很多矛盾,那两个人又是怎么某名奇妙一起生活了那么久呢?
带着疑问,你情不自禁点进了 Cochlear 的网站去观看整段影片。不过当沉浸在情节中时,众多的环境噪音开始响起,有时候听不清两人在讲些什么,所以只能依靠唇语和肢体去理解这对情侣的对话。其实这是制作方为了形成视觉干扰有意为之——你认为最后他们之间还存有爱恋吗?得出什么样的结局完全取决于你听力的好坏,如果你只是通过他们的表情、肢体动作判断,那么可能会认为两人感情走到了尽头;如果能从嘈杂的背景音中辨别出他们非常微弱的对话声,就会发现他们的感情实际上还不错。
Does Love Last?正片
另外为了推广宣传,Cochlear 还和最近要在澳大利亚上映的电影《Lion(雄狮)》合作了一把,打了个贴片广告,据说这部电影的观众应该大多集中在中年人,比较符合他们的受众群体。当然除了这个电影,此次营销战役的重头戏在之后的交互式在线测试上,看完影片你可以通过一个测试简单诊断自己是否患有听力损失,之后还可以去距离最近得听力学家那里寻求帮助。
测试链接:http://doeslovelastforever.com/#/quiz-1
Cochlear 的高级听力学家 Emma Ramsay 说,测试的结果如同我们料想,患有听力损失的人更依赖通过技术手段或者肢体语言和唇语理解别人的意思,所以他们得到了感情破裂的错误结论。
从影片到测试,这整个战役的巧妙的构思是由 CHE Proximity、Glue Society 和 Noise International 三家公司共同完成的,里面用到了很多专业的音频和电影制作技术,以下这支视频解释了这个创意是从何而来怎么落地的——
CHE Proximity 的执行创意总监 Ant White 说,「通过人们对短片内容得出的不同结论,我们相信更多听力有问题的人会来看影片,讨论测试,从而从容面对自己的病情,最终得到治疗。」
在 2006 年的一项研究中,有数据标明四分之一澳大利亚人到 2050 年都会患上不同程度上的听力损失,而且近一半的患者都是青年上班族,但是这些早期患者一般不会重视听力的问题,平均等个六年之后真正影响了生活,才陆续去寻求帮助;这项研究还显示出,整体用于听力损失治疗的费用达到了 117.5 亿澳元,占澳大利亚每年国内的生产总值 1.4%……
Cochlear 澳大利亚和新西兰的总经理说 Shaun Hand 说,通过创造一个伪装成爱情故事的听力测试,我们希望澳大利亚人能够重视起听力损失的问题,与他们关心的人爱的人分享这个短片,尤其是那些当前不以为意,但最后却造成不可逆后果的人们……其实这并不是危言耸听,这个警示不仅仅是给澳大利亚人的,想想我们平时总是爱刷着平板带着耳机,在损害听力的同时,也像用声音的隔离,跟爱人亲人建起了一道精神的墙。
好的广告片能给人正面的警示和思考,虽然《Does Love Last?》正片也只有六分钟,但它也已经承载了电影级别的意义。
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