We interviewed Remei Roldan and Susana Martinez, CEO and creative director respectively, about Gaes, a well-known brand of hearing aids, and their objectives for the new advertising campaign “Una vida para sentirla”. Interview by Rose Kowalski.
Where did the idea for this campaign come from?
The idea came from the need for a change of direction in GAES communication to focus on the personal experience of hearing problems, show the benefit of good hearing and to show how GAES helps them achieve this.
The campaign idea could not be based on rational arguments. We had to show that the sense of hearing is intimately related to emotions, feelings, to transmit a more human, sensitive, emotional and modern approach and create an emotional bond with the brand.
And for the story to be even more exciting, more believable, we thought: why don’t we make a GAES client have a unique and unexpected experience and see what happens? And this is the result.
As viewers, we already knew Imanol Arias as the face of GAES. What’s different about this new campaign?
Because we wanted to get closer to the customer, Imanol could not be a mere spokesperson, but would have to transmit GAES’ values and get closer to the audience. So Imanol changes from being a prescriber communicating logical messages to being an “ambassador of sound”: GAES is personified and humanized by Imanol’s figure. He helps us to transmit GAES values: professionalism, confidence and experience, and to show a compassionate and more humane image.
How was the experience of working with real people?
Fantastic! Vicente and Mercedes are wonderful, full of energy, passion, and people with a lust for life. They welcomed us with their arms wide open and were very excited about the project. Besides, their stories are fantastic and they are good communicators. What else could we want? Therefore we prepared their surprises with great enthusiasm, wishing wholeheartedly that we could make them experience a unique moment, a small tribute.
How did the director and production team influence the campaign?
As soon as we heard the first interviews with Mercedes and Vicente, we saw the potential that their stories had to emotionally move the public. That’s why Iago Blasi decided to give the commercials a documentary treatment, but being careful with the shots and photography, because we couldn’t forget that we are doing advertising.
The production of this campaign had to involve a great producer, and I’m not talking about dimensions. It had to have the necessary technical and human resources, but also the flexibility and responsiveness that was required. Polar Star Films’ great track record in the production of documentaries and advertising worked in our favour for this project.
Have the client’s expectations been met?
Yes, above and beyond. We have again confirmed that truth is stranger than fiction. Both the marketing department and management were very brave backing the campaign before we knew what story would be told, nor which character, nor shooting location… But challenges are always exciting!
To find the characters for the campaign we had the cooperation of audiologists in Spain. It was they who carried out the first casting with customers. The entire company participated with great enthusiasm from the beginning.
In which media and platforms will we be able to see the campaign??
“Una vida para sentirla” is a 360-degree campaign. In addition to the TV and radio spots, press, PLV, there’s a website: www.unavidaparasentirla.com. Visitors will be able to read more about Mercedes and Vicente stories, see the extended version of the adverts, the making of, the talks held with Imanol and also, if they are hearing aid users, they will be able to share their story with other users. And who knows, someday they can star in another advert!
What advantages does a small agency like yours offer to a big brand like GAES?
A small company like ours can afford to be 100% client focused and RDC has done so since day one.
When I created the agency I went for a multidisciplinary advertising agency, totally client focused and in which all processes are carried out with the utmost rigor and agility. To create an agency without static departments since they only contribute to bureaucracy problems. Moreover, we have a team with great human talent hard to find today. Not everything comes down to being a great professional, but also to be a great person, a condition sine qua non to work at RDC.
What can we expect from GAES in the future?
This campaign marks a before and after in GAES communication. So far, the campaign was focused on rational awareness messages on the importance of hearing revision and checkups. Now we want to show that hearing aids are not just for old people, but for those who want to live life fully without obsessions or prejudices. The campaign is a tribute to all these people.