| Title | THE DAY SHAZAM WENT DEAF |
| Brand | WORLD HEALTH ORGANIZATION |
| Product/Service | INTERNATIONAL EAR CARE DAY |
| Category |
F01. Mobile Advertising |
|
Entrant Company
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Advertising Agency
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
Credits
| Yossi Lubaton |
Baumann Ber Rivnay Saatchi/Saatchi |
Ceo |
| Nadav Pressman |
Baumann Ber Rivnay Saatchi/Saatchi |
Executive Creative Director |
| Eran Nir |
Baumann Ber Rivnay Saatchi/Saatchi |
Creative Director |
| Ronen Kornberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Copywriter |
| Niv Herzberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Art Director |
| Dorit Gvilli |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Production |
| Maya Palmon |
Baumann Ber Rivnay Saatchi/Saatchi |
Digital Producer |
| Eva Hasson |
Baumann Ber Rivnay Saatchi/Saatchi |
Planning Information Specialist |
| Maya Salomon |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Client Services |
| Moran Lupo |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Supervisor |
| Reni Bracha-landau |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Executive |
| David Kosmin |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Strategic Planning |
| Tami Schlossberg |
Baumann Ber Rivnay Saatchi/Saatchi |
Strategic Planner |
| Ronit Doanis |
Baumann Ber Rivnay Saatchi/Saatchi |
Traffic Director |
| Dan Deutsch |
Baumann Ber Rivnay Saatchi/Saatchi |
Video Editor |
Creative Execution
Shazam's song identification 'mobile' screen usually shows the word 'Listening',
but on March 3rd, users received an unexpected message from the app:
'Listening, but hardly hearing'.
Then an additional powerful message was shared with users in a banner:
'Over 43 million people between the ages of 12-35 are not able to enjoy this song'
And users were redirected to the WHO's website to learn more and get tips about how to protect their hearing and make listening safe
In just one day, at zero cost, the campaign was seen and experienced by 7 million people across the globe.
The WHO achieved a + 450% increase in visits to their International Ear Care Day websites Vs the previous year.
But most importantly, an audience who didn't even want to hear about ear care, started to listen.
Youth. They're mad about music. And the very last piece of advice they want to hear is … 'turn down the volume!'
But that's exactly what the WHO told them through a pro-bono campaign on
March 3rd - International Ear Care Day.
According to the WHO, 1.1 billion young people are at risk of hearing loss
from listening to too much loud music on personal audio devices.
How could we share such an unpopular message with a resistant audience?
Instead of sidestepping the problem, we decided to engage it head-on, and enlist the help of the world's biggest set of ears, Shazam's. An app which incidentally also happens to be one of our audience's favorite.
With 600 million Shazam users, our message would go straight to the heart of young music fans across the globe.
So on March 3rd, for the first time ever, Shazam went deaf…