‘The Day Shazam Went Deaf’ Twice Clio Award Winner

BBR Saatchi & Saatchi's ‘The Day Shazam Went Deaf’ campaign for the World Health Organization took home two Bronze Clio Awards at the latest Clio Awards.

The first Bronze was a ‘Clio Music’ award in the Digital/Social Banners & Rich Media category and the second was in the ‘Clio Healthcare’ award in the Lifestyle Banners & Rich Media category. 

With 1.1 billion young people at risk of hearing loss due to too much loud music. The idea was to turn Shazam deaf. No ears in the world listen to more music than Shazam's.  But on March 3rd, International Ear Care Day, for the first time ever, Shazam had difficulties hearing. 

Why? Because we sabotaged the app's identification screen. Instead of the word ‘Listening’ appearing as usual, Shazam users were presented with an unexpected message: ‘‘Listening, but hardly hearing’’.  It was followed by the message: “Over 43 million people aged 12-35 can't enjoy this song”. Users who clicked on the message were redirected to the WHO’s website with tips about protecting their hearing. 

In one day, at zero cost, the campaign reached more than 7 million music listeners across the globe. The WHO's website received a 450% increase in web visits compared to last year. And our message was heard loud and clear in over 180 countries. 

Here is a link to the case study: https://youtu.be/qJJiSowbQSE

 


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