Kate Ceberano leads a choir in Poem’s first campaign for Audika
Kate Ceberano has led a choir of members from the Soul Song Choir and the Hummingbird Song Choir in a rendition of Blondie’s ‘Call Me’ for a new campaign for hearing healthcare company, Audika.
The new campaign was created by Poem, which recently won the creative and public relations accounts for the brand.
Audika launched in Australia last year with a campaign from creative agency Mammal. Mammal closed its doors at the end of March.
The campaign aims to raise awareness of Audika’s national hearing care help line, as older Australians who are more susceptible to suffering from hearing loss symptoms remain at home due to COVID-19 despite restrictions lifting.
Ceberano and the choirs are joined in the song by Audika team members, clients and members of the general public, ranging from 18 to over 60 years old.
Poem co-founder and executive creative director, Matt Holmes, noted the various elements which had to come together to get the campaign off the ground.
“We wanted to tap into the emotional power of music and specifically a classic rock song for this audience, so the idea to cover a track by an icon like Blondie and one that literally conveyed our message was a great fit,” Holmes said.
“It was wonderful that the likes of Kate Ceberano, Humming Song Choir and Soul Song Choir got on board almost immediately after putting the idea to them and that after a call-out on Audika’s social channels we were able to assemble over 150 voices in total to be part of the final recording. Building a new client relationship, successfully answering an ad-hoc brief and shooting this video all within a few weeks at the height of the COVID-19 pandemic is something we’re proud of.”
Audika general manager of marketing, Duncan Wakes-Miller, added: “We are very passionate about hearing healthcare and changing lives. The nearly four million Australians who suffer from hearing loss need services that are not only flexible but offer easy accessibility to expert advice. The coronavirus in 2020 continues to reshape care delivery with rapid growth in remote care and telehealth.
“We wanted to promote our enhanced service provision to ease some of the anxiety our communities may be feeling during these times by connecting people with local hearing care experts. We really believe our community will feel this sense of comradery and togetherness as it is translated virtually through over 150 voices from across the country singing an iconic Blondie hit.”
The campaign will appear on digital, social media, radio and PR.
Credits
Client: Audika Australia
Client Senior lead: Audika General Manager, Marketing, Duncan Wakes-Miller
Client Project lead: Audika Group Marketing Manager ANZ, Acquisitions, Lynda Pallone
Creative and PR: Poem
Production: Poem Studio and Sleepy Mountain
Media: Spark
Great work, Matt and team!
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