Bekol - Organization for the Hard of Hearing: Sound Changes Everything

We've all fallen prey to clickbait. Those small innocuous looking posts in our Facebook feeds with 'interesting' headlines created to combat banner blindness. Posts most of us cannot resist clicking which usually lead to a double digit lift in click through rates. With that in mind, BBR Saatchi & Saatchi, Tel Aviv, decided to put this knowledge into practice for 'Bekol', Israel's Organization for the Hard of Hearing, and get people to take a hearing test in spite of their reluctance to do so. Appealing to the 85 percent of Facebook users who usually view videos with the sound off, we dared them to click on our post.