Shazam Suddenly Started Forgetting Song Titles to Highlight a Little-Known Fact About Alzheimer’s

It's just on the tip of our tongues

If mobile is now our most intimate technology, it stands to reason it can be used to remind us of our humanity. (And even our mortality.)

We’re naturally inclined to attribute human characteristics to the apps that continuously follow us around, which is part of why Siri is so amusing and Alexa so charmingly useful. But for Alzheimer’s Research U.K., agency Innocean Worldwide U.K. brought a horribly human attribute to Shazam—the ability to forget.

“The Day Shazam Forgot” was a collaboration in which Shazam appeared to have trouble remembering the songs people asked it to identify. When the app finally “remembered” the track, users were driven to a call to action about Alzheimer’s disease and invited to donate to the cause.

The campaign also used Shazam’s existing Shazam Again feature to promote its message.

The purpose of the campaign was to tell young people that Alzheimer’s disease doesn’t just concern seniors; it can affect people as young as 40 years old. Over 40,000 people under 65 are living with dementia in the U.K. alone.

The effort ran through the month of April in the U.K. In mere hours, the agency says, “The Day Shazam Forgot” yielded 2,018,206 impressions, with 5,096 visitors visiting the Alzheimer’s Research U.K. donation page. (Hopefully they remembered their credit card information.)

CREDITS
Client: Alzheimer’s Research U.K.
Agency: Innocean Worldwide U.K.
Chief Creative Officer: Jeremy Craigen
Creative Director: Andy Wyton, Chris Kirk
Art Director: Simon Carr
Copywriter: Tristan Lenczner
Designer: Liam Graham