Hot on the heels of success at the Clio Awards in October, where it won a CLIO Music Bronze and CLIO Healthcare Bronze, BBR Saatchi & Saatchi’s "The Day Shazam Went Deaf" campaign for the World Health Organization (WHO) has won a Bronze Award at Eurobest in Antwerp.
At Eurobest "The Day Shazam Went Deaf" was awarded bronze for "Use of Mobile Devices" in the Media category. With 1.1 billion young people at risk of hearing loss due to excessive 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 BBR Saatchi & Saatchi 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 the message was heard loud and clear in over 180 countries.
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