Shazam is the app you trust to know the songs you don’t. So it would make an impact if the app couldn’t remember a title.

Innocean Innocean Worldwide U.K. has used the ability of Shazam to recall song titles from a snippet of song by taking away its “brain’s” invincibility – mirroring what happens as Alzheimer’s develops.

The campaign, The Day Shazam Forgot, is for Alzheimer’s Research U.K. The agency added very human responses to Shazam’s messages of forgetfulness until, eventually, the app remembers the song and connects users to a call to action from the charity as well as a donation button. The Shazam Again function was also incorporated into the campaign.

The purpose of the campaign was to tell young people that Alzheimer’s disease doesn’t just concern old people. It can affect people as young as 40. More than 40,000 people under 65 are living with dementia in the UK alone.

The effort ran during April in the UK. Within hours, the campaign had accumulated 2,018,206 impressions, with 5,096 visitors visiting the Alzheimer’s Research U.K. donation page, accroding to Innocean.

CREDITS
Agency: Innocean Worldwide UK
Chief Creative Officer: Jeremy Craigen
Creative Directors: Andy Wyton & Chris Kirk
Art Director: Simon Carr
Copywriter: Tristan Lenczner
Designer: Liam Graham