EVANSTON, IL: Phonak Hearing Systems and AOR Chandler Group are building a consumer education campaign to promote the technology of the company's newest hearing aid.
The company, which is better known for making hearing aids for children, has enlisted astronaut Buzz Aldrin to promote the Savia model, the first one to use bluetooth (wireless) technology.
For example, the technology allows users to talk on cell phones without connecting an external wire.
With Savia, which fits inside the ear in order to be more cosmetically appealing, the company is looking to build brand awareness among baby boomers, as well as product awareness among audiologists.
"People have [long] thought of us as making hearing aids just for the pediatric market," said David Fabrey, VP of professional relations and education.
Agency president Diane Chandler noted that the product would allow Phonak to expand beyond its niche market to target more audiences.
"The hearing aid will actually adjust to the environment," said Chandler account manager Dana Tuerk. "It really speaks to the intelligent design of the hearing aid."