Problem: Convince hearing professionals and consumers that the new Livio Edge AI, premium hearing aid with built-in Artificial Intelligence and ample features, is worth its premium price compared to its intro base product, Livio.

Creative approach: My team’s creative execution differentiated the new premium tier product from the base product with a luxe new color palette that came to life with a pop of metallic bronze and adding warm new tones to our lifestyle photography/motion.

We played off the “Edge” product name within design and language to bring the concept to life. Our photoshoot was instrumental in setting the upscale premium product tone, our product renderings were beautifully lit and tech-forward to reinforce the upscale feeling of this new launch.

Go-to-market strategy: The Livio Edge AI launch was our second digital launch that was driven by a drip email campaign driving the hearing professional to a microsite to get tools and resources (product catalog, videos, interactive content, etc.) to be educated on new features, benefits (including it’s highlighted feature “Edge Mode”) to prepare them to market and sell the product to consumers. We developed key messages around Livio AI’s comprehensive sound story, expanding on its miraculous AI technology, rechargeable abilities, and seamless interaction with mobile device applications.

Assessment: The thoughtful design and lifestyle photography directed by our team was well received, and we saw open rates increase by 50% (since our last launch) across all audiences.