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.