Present in more than 20 countries, the global hearing care leader Amplifon works tirelessly to deliver the best products and services, helping customers rediscover the joy of hearing and the emotions that emerge when experiencing sound more clearly. Because no one should miss the moment of their grandchild singing a song or reading a story, enjoying a movie alongside their daughter, or simply dancing to the rhythm of music, the world’s largest hearing aid retailer launched “The Special Test Rooms.”
Designed with New York-based agency SMALL, produced by Skipless / Movie Magic Int., directed by Andrew Lane, and supervised by VA Consulting as advisor, the initiative places real Amplifon customers at the heart of the campaign, each experiencing a “wow moment” unlocked by Ampli-Minis devices.
Equipped with the hearing devices and unaware of what’s going to happen next, the clients were invited to a special room, where they were surprised by very familiar settings: From their own living rooms to a performance stage, or a restaurant. Faithfully designed to reflect the decor each participant knows so well, the custom-made rooms contributed to immersing the customers fully into the experience. Built around a candid-camera format, the campaign captures their unfiltered reactions to experiencing sounds in a meaningful way.
A new Amplifon center was built from scratch in Milan’s Bovisa district. To make the experience as realistic as possible, the team had to take into consideration the size, light exposure, and window layout. Every detail was carefully considered so that the spaces mimic the real-life ones. Ultimately, it was the presence of the participants’ loved ones inside the room that truly brought the rooms to life, creating a natural, familiar atmosphere — exactly how it was meant to be lived.
“I love working with real people instead of actors because a lot of times, the things that they do and say, you wouldn’t be able to script it. These are a lot of fun to do, whether a lot of stress,” commented the director in a behind-the-scenes video.
The current project follows the 2024 “A Special Hearing Test” campaign, an initiative that centered on real Amplifon customers undergoing a hearing test. Also built around a candid-camera format, the campaign — which was implemented to raise awareness on hearing prevention — showcased clients during a regular hearing checkup as they were surprised by a message from a loved one. “The Special Test Rooms” was launched in Italy and is set to run across TV, digital, and social media. It will be available in other European markets, as well as the US and Australia, later this year.
CREDITS
Brand: Amplifon
Agency: SMALL
