BBR Saatchi & Saatchi: So many clever consumer observations went into these hearing test ads

BBR Saatchi & Saatchi has astutely observed that music can completely change the mood of a movie or video…

…and used it very cleverly to get people to think about getting their hearing checked.

The agency created clickbait Facebook posts for its campaign, exactly like those promos you can’t help watching, Why? Well, that too came from an astute observation. People are, by and large, blind to banner ads.

The campaign was made for Bekol, Israel’s organisation for the hard of hearing. And its aim was to overcome people’s reluctance to take a hearing test.

Knowing that 85% of Facebook users usually view videos with the sound off, BBR’s clickbait ads contained videos that seemed innocuous or scary when mute. But a headline, “If you’ve turned on the sound and this video still looks sweet (fun or scary – depending on the video) to you, intrigued people to watch the video with sound. When they did, the videos changed their mood entirely.

And everyone who watched the videos was reminded of the importance of their hearing.