Creativity

This campaign hacked Spotify's Israeli launch with a warning on hearing loss

Deafness organization Bekol targeted a young audience with message about loud music

By Alexandra Jardine. Published on Apr 18, 2018

Editor's Pick

Spotify only just launched in Israel last month, and one advertiser took advantage of its debut to get its message across to a young target audience: listening to loud music can make you deaf.

Bekol, Israel's Organization for the Hard of Hearing, wanted to warn that, due to people listening to music through headphones at high volume, the age of needing a hearing aid is falling.

To target Israeli youngsters automatically searching for Spotify on Google, the advertiser bought Google adwords and promoted a site with a very similar domain name as Spotify. Those who clicked on them were taken to a Spotify lookalike website and presented with a message they did not expect:

"Spotify is now available in Israel, but not for the thousands of hard of hearing. Playing music too loudly means many youngsters are finding out they may need a hearing aid by the age of 40. Bekol, Israel's Organization for the Hard of Hearing, is here to help prevent that and you can help."

After 30 seconds they were redirected to the real Spotify site.

The campaign, by BBR Saatchi Israel, led to a 65% uplift in visits to Bekol's site.

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Credits

Date
Apr 18, 2018
Agency:
BBR Saatchi & Saatchi Tel Aviv
Client:
Bekol
CEO:
Yossi Lubaton
Chief Creative Officer:
Idan Regev
Creative Director:
Kobi Cohen
Creative Technology Director:
Roy Zoaretz
Copywriter:
Ran Even
Art Director:
Shani Sofer
VP Content & Production:
Dorit Gvili
VP of Client Services:
Ben Muskal
Account Executive:
Shiran Atuan Rachamim
Marcom Director:
Eva Hasson
Video Editor:
Leehou Porat

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