Shazam's Ear Care Day Ad Warns Music Listeners of Damage
Laura McQuarrie — March 6, 2015 — Marketing
References: shazam & adsoftheworld
In order to bring increased awareness to its users on international Ear Care Day, Shazam created a unique ad campaign. Normally, users are able to have Shazam pick up on sounds in a surrounding environment, but in order to show that hearing is something that can be lost permanently, the music identification app was made to be slightly hard of hearing.
Since Shazam's audience of young music listeners are most at risk for permanent hearing loss, Shazam presented this stunt with a banner ad that revealed: "Over 43 million people between the ages of 12-35 can't enjoy this song." Because hearing loss is something that can be prevented when the right measures are taken, this is a considerate way for Shazam to show that it wants everyone to be able to hear music and enjoy it as they should.
Since Shazam's audience of young music listeners are most at risk for permanent hearing loss, Shazam presented this stunt with a banner ad that revealed: "Over 43 million people between the ages of 12-35 can't enjoy this song." Because hearing loss is something that can be prevented when the right measures are taken, this is a considerate way for Shazam to show that it wants everyone to be able to hear music and enjoy it as they should.
Trend Themes
1. Increasing Awareness of Hearing Loss - Creating unique ad campaigns that emphasize the importance of preventing hearing loss.
2. Targeting Young Music Listeners - Developing strategies to educate and engage young music listeners about the risks of hearing loss.
3. Using Disruptive Ads for Social Impact - Implementing innovative ad techniques to promote social causes and raise awareness.
Industry Implications
1. Music Technology - Opportunity to develop products and services that protect and enhance the hearing experience of music listeners.
2. Healthcare - Creating solutions and interventions to prevent and address hearing loss among young people.
3. Advertising and Marketing - Exploring creative approaches to engage targeted audiences and promote social impact through advertisements.
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