People can get by to a degree with sub-standard hearing. And there can be resistance to wearing hearing aids. So agency, Small, and Amplifon created hearing tests that went beyond the hearing statistics. The globalSpecial Test Rooms campaign creatively and originally captures the extraordinary feeling, the “wow moment”, people experience when they hear well again, improving their quality of life and fully enjoying everyday emotions with their loved ones.
The campaign is built around a candid camera format featuring real Amplifon customers. Unaware of what awaits them, participants enter a special Amplifon centre, created exclusively for the project, where they are invited to try a new invisible hearing device. The candid camera immediately captures their authentic reactions – genuine amazement at rediscovering the clarity of sound, with an instant “wow moment”.
And then the wow moment becomes greater. Customers are invited into a second room, an authentic reconstruction of a real place with deep emotional value to them. Here they reunite with a loved one to test the new hearing device through an experience with deep emotional value.
Small’s campaign was produced by Skipless / Movie Magic Int., directed by Andrew Lane and supervised by VA Consulting as advisor.
The campaign was filmed in Milan’s Bovisa district, where a one-of-a-kind Amplifon centre was built from scratch, complete with street-facing signage and realistic recreations of the most familiar places for the customers. The set was designed to make the listening experience in real life immediate and tangible for the campaign’s protagonists. An anticipation of the new everyday life that awaits them. In total, ten unique rooms were created, each designed and personalised for a specific client.
The Special Test Rooms extends A Special Hearing Test, the campaign that launched in 2024, also using a candid camera format featuring real Amplifon customers undergoing a hearing test. While the first chapter focused on the initial diagnostic phase, this new campaign centers on the moment customers enter the audiology centre to try hearing devices for the first time and discover their impact on their lives. It builds new meaning to the brand positioning, It’s not just your hearing. To us, it’s your life.
The campaign has launched in Italy, with a media plan spanning TV, digital, and social media. Over the year, it will also roll out across other European countries, as well the US and Australia.
Credits:
Agency: SMALL
Executive Creative Directors: Luca Pannese, Luca Lorenzini
Creative Director: Paolo Montanari
Managing Director: Alberto Scorticati
Account Director: Valeria Ravizza
Production Company: Skipless / Movie Magic Int.
Executive Producer: Franziska Stubenruss
Director: Andrew Lane
Director’s Production Company: WSF
DoP: Matthew Woolf
Producer: Anna Minguzzi, Michaela Salova, Luca Bettinetti
Assistant Producer: Alice Vernazza
Production Manager: Alessandro D’Imperio
Set Designer: Paolo Monzeglio
1st AD: Ivan Furlan
Post Producer: Arianna Messina
Editor: Luca Angeleri, Massimo Magnetti
Original Music: Stabbiolo Music, Enzo Casucci
Colourist: Danilo Vittori
Post-Production Audio: Disc To Disc
Post-Production Video: Proxima
Advisor: VA Consulting
COO: Stefano Arbitrio
Production Consultant: Simona Secondi
Marketing Advisor: Martina Vietri
Client: Amplifon
Amplifon Global Team: Alessandro Bonacina, Alessandro Antiga, Lisa Casasola, Chiara Scirè, Stefano Fuga
