Launching Sonetik hearing days in LloydsPharmacy in the consumer press

Client:           Sonetik at Lloyds Pharmacy

Skill area:      Media Relations

Objective:      Stimulate qualified leads / footfall and alter perceptions

LloydsPharmacy came to Gravitas with an interesting proposition – launching their new ‘hearing days’ available through their recent partnership with Swiss hearing specialists Sonetik.

The objective of the campaign was to raise awareness of the new, free 1-2-1 appointments to men and women over 55 years of age and get across the message that good hearing shouldn’t be a luxury.

Gravitas commissioned a survey of 1,000 people to look at attitudes towards hearing loss in all age groups. This was used as the basis of a consumer press pack and national press release and the team spent a day in London with hearing expert and CEO of Sonetik, Christian Stromsted, briefing key journalists.

The tricky part was getting magazines typically aimed at younger audiences to take age-related hearing loss as a serious subject for their readers, but the team worked with the media to identify the angles that would work for them – including encouraging elderly parents to get tested and to start thinking of hearing tests as a regular habit in old age, much like people view eye tests.

Coverage appeared in My Weekly, Woman & Home Feel Good You, Pick Me Up, People’s Friend, Prima, and Yorkshire Evening Post and The Press York where Lloyds’ brand BetterLife, a disability aids provider, has a strore. All editorial included the campaign key messages and worked to alter consumer perceptions around hearing tests and hearing aids.

The coverage achieved saw the Sonetik at LloydsPharmacy launch message reach over 2.5 million people.