The Day Shazam Forgot

Alzheimer’s Research UK partners with Shazam and does something deliberately uncomfortable. It gives the app the symptoms of Alzheimer’s. You use Shazam as you normally would, but the experience starts to break in ways that mirror memory loss. It is a hard-hitting way to feel, in a small moment, what daily struggle can look like.

The insight behind the campaign is about who needs to be reached. Most people associate Alzheimer’s with late life, but the disease can affect people as young as 40. The post cites over 40,000 people under 65 living with dementia in the UK.

The point is education through friction

This does not try to persuade with claims or statistics alone. It turns education into a lived interaction. Shazam is familiar and fast. Making it unreliable becomes the message.

The real question is how to make a misunderstood condition felt in a way that stays with people after the interaction ends.

This is a strong use of product behaviour because the disruption teaches rather than distracts. The intent here is public education, not app utility.

Why the Shazam choice is strategic

Shazam already sits in a high-frequency behaviour loop. By behaviour loop, this means a repeated habit people perform in real-life moments with very little effort or planning. That makes it a powerful carrier for a message about everyday disruption, because it arrives inside everyday life rather than as a separate awareness film.

Extractable takeaway: If you want people to understand a condition that is easy to distance or abstract away, place the message inside a familiar action so the disruption explains the reality better than a claim alone.

In consumer-facing digital experiences, familiar habits are often the best place to make a hard message land because the contrast is felt immediately.

What to take from this if you build digital experiences

  • Simulate a small part of the experience, not just the outcome, when the condition itself is hard to explain.
  • Put the message inside a familiar behaviour, so the contrast is instantly felt.
  • Use disruption sparingly and intentionally, so the discomfort has a purpose and does not turn into irritation.

A few fast answers before you act

What is “The Day Shazam Forgot”?

A Shazam partnership campaign that simulates Alzheimer’s symptoms to give users a direct, hard-hitting insight into memory loss.

Who is the campaign trying to educate?

A younger audience that may assume Alzheimer’s only affects people in late life.

What key fact reframes the audience assumption?

The disease can affect people as young as 40. The post cites over 40,000 people under 65 living with dementia in the UK.

What is the core creative technique?

Turning a familiar app experience into a controlled failure state, so the message is felt rather than only read.

Why use Shazam instead of a separate awareness film?

Because Shazam already lives inside everyday moments, the disruption arrives where memory lapses would feel personally relevant rather than abstract.

The intelligent car from Mercedes-Benz

Mercedes-Benz announces that its 2016 and 2017 vehicles in the US can connect with Amazon Echo and Google Home. With that integration in place, owners can remotely start or lock their vehicle, and they can send an address from home straight into the car’s in-car navigation.

The real question is: how do we make connected features actually adopted and used repeatedly?

What makes this interesting is not the novelty of voice commands. It is the direction. The car starts behaving like a node in a wider home automation ecosystem, not a standalone product you only interact with once you sit behind the wheel. You speak to your assistant at home. The car responds. The boundary between “home experience” and “driving experience” gets thinner.

The ecosystem move, not a feature add-on

A single capability like “remote start” is useful. But the strategic move is building an intelligent ecosystem around the car, using third-party voice assistants people already trust and use daily. That lowers adoption friction and accelerates habit formation.

By “intelligent ecosystem”, I mean a set of authenticated, reliable, cross-device flows where a home assistant can trigger vehicle actions and pre-driving tasks via the car’s connected backend, not just a few isolated voice shortcuts.

Third-party assistant integrations should be treated as a habit and distribution layer for connected services, not as a feature checklist item.

In global automotive and mobility brands, the fastest adoption lever is piggybacking on the household’s existing voice-assistant routines, not inventing a new in-car habit.

This also shifts expectations. Once the car is connected into the household’s digital layer, people start wanting context-aware flows. Context-aware flows mean the action is triggered in the right moment in a larger routine, like “leaving home” or “planning a trip”, not as a standalone command. Because the assistant already sits inside daily routines, routing car actions through it reduces cognitive load and raises repetition. That is why this integration is more likely to stick than another “connected car” toggle buried in an app.

Why this actually gets used

Customers do not adopt “capabilities”. They adopt reliable routines. If the assistant is already the control surface for lights, heating, music, and reminders, adding the car becomes a low-effort extension of an established behavior. The psychological win is familiarity plus predictability. The product win is fewer new interaction patterns to teach.

Extractable takeaway: The adoption flywheel for connected products is not “more features”. It is “fewer new habits”. Attach your service to an existing routine and a trusted control surface, then make it work every single time.

Mercedes is not alone in spotting the pattern

Mercedes-Benz is not the first automaker to recognise the potential of third-party voice assistants. At CES earlier this year, Ford unveiled plans to roll out Alexa-equipped vehicles. Around the same time, Hyundai announced a partnership with Google to add voice control through Google Home.

The competitive question becomes simple. Who turns the car into a meaningful part of the customer’s everyday digital routines first, and who reduces the connected car to a checklist feature.

Steal this pattern for your roadmap

  • Pick one routine (leaving home, arriving home, trip planning) and design an end-to-end flow around it.
  • Design for trust by default: explicit permissioning, clear confirmation, and an audit trail for remote actions.
  • Make reliability a feature: treat uptime, latency, and failure-handling as first-class product work.
  • Start upstream: focus on “before you drive” moments like destination sending, pre-conditioning, and readiness checks.
  • Measure repetition, not activation: weekly active use of the routine beats “connected feature enabled”.
  • Keep the command surface consistent: do not fork the experience across assistant, app, and in-car UI without a clear ownership model.
  • Ship the smallest lovable flow, then expand: one routine, one set of permissions, one predictable outcome.

A few fast answers before you act

What does Mercedes-Benz enable through Alexa and Google Home?

Mercedes-Benz enables owners to remotely start or lock the vehicle and to send an address from home directly into the car’s navigation.

Why is this bigger than “voice control in the car”?

It connects the car to an existing smart home ecosystem, which makes the vehicle addressable before you drive and pushes value into planning and daily routines.

What is the “intelligent car” in one sentence in this context?

In this context, an “intelligent car” is a connected vehicle that can be addressed from outside the cockpit as part of authenticated, cross-device routines.

What should product, CX, and marketing teams watch closely?

Teams should watch which routines become habitual, how permissions and confirmations are handled, and whether end-to-end reliability is strong enough for repeat use.

What should you measure to prove value beyond “connected” activation?

You should measure repeat usage of the routine, task completion success rate, latency, failure recovery, and downstream outcomes like reduced support contacts or higher service attach.

What is the strategic takeaway in one line?

The “intelligent car” story is increasingly an ecosystem story, meaning the battle is about where the car lives inside the customer’s broader digital routines.

Qantas Out Of Office Travelogue

Qantas, Australia’s national airline, wants a new way to inspire travel with an increasingly younger audience. Their answer is a smart twist on a familiar behaviour. The out-of-office email. Instead of the usual “I’m away” message, Qantas turns it into a personalised travelogue powered by the user’s Instagram photos.

The mechanism is simple and effective. Qantas’ research shows that tips from friends and colleagues are a major driver for choosing the next holiday. So the brand uses Instagram’s API to transform a mundane autoresponder into something people actually want to read. A short visual story of where you are, what you are doing, and why it might be worth visiting.

What elevates the idea is the commercial bridge. The email does not just inspire. It incentivises recipients to book flights directly from the out-of-office message. This is social proof plus direct response, built into a format people already accept as normal workplace etiquette. The business intent is clear. Convert social inspiration into attributable flight demand inside the same interaction.

As a result, users created over 10,000 Out of Office Travelogues. The activity generated 100 million media impressions worldwide for Qantas.

Why this works as modern email strategy

Most marketing emails fight for attention in an overcrowded inbox. This one arrives with a built-in reason to be opened and read. It is a message you expect when you email someone who is travelling.

Extractable takeaway: When a brand can place a commercial message inside a communication people already expect, the marketing feels useful before it feels promotional.

It also uses the strongest distribution channel many brands overlook. People’s real networks. When your colleague shares their trip, even passively via an autoresponder, it carries more credibility than a brand-led destination ad.

This is one of the smarter ways to turn routine email behaviour into demand generation because it adds commerce without breaking the social norm that makes the message welcome.

The real innovation is the data-to-story pipeline

At a tactical level, the campaign is “just” an API integration. In practice, it is a reusable pattern. Here, data-to-story pipeline means turning user-owned content and simple signals into a coherent, bookable story unit.

  • Pull customer-owned content from a platform they already use.
  • Convert it into a lightweight narrative unit that fits a communication norm.
  • Add a clear, transactional next step without breaking the tone.

If you can operationalise that pattern, you can treat email not as static creative, but as a dynamic surface where personal context becomes relevant storytelling. Because the story is generated from a person’s real context, it feels more relevant and more trustworthy than static promotional creative.

In travel and hospitality categories where peer recommendation shapes intent, that makes email a distribution surface, not just a notification channel.

The real question is how far a brand can turn trusted everyday communication into measurable distribution without damaging the trust that makes it work.

What to watch if you replicate this pattern

The moment you use personal photos and automated messaging, the trust layer matters.

  • Permissioning and transparency. Make it obvious what is being pulled and why.
  • Control. Users need an easy way to curate what appears.
  • Brand safety. You need guardrails so the travelogue stays on-message without becoming intrusive.

What to steal for email-powered demand generation

  • Hijack a legitimate email type. Out-of-office replies get opened because the recipient expects them.
  • Turn personal content into a controlled story unit. User photos feel authentic, but only work when users can curate the output.
  • Embed the commercial action inside the narrative. Inspiration and booking sit in the same interaction, so intent has no time to cool down.
  • Use networks as distribution, not “audiences”. Colleagues and friends are higher trust than any destination banner.

A few fast answers before you act

What is the Qantas Out of Office Travelogue?

A personalised out-of-office email reply powered by the user’s Instagram photos, designed to inspire travel and drive bookings.

Why is the out-of-office format such a good carrier?

It arrives with intent and legitimacy. People expect it, and it is naturally tied to travel.

What is the core growth loop?

One person travels. Their network sees the travelogue via everyday email behaviour. The recipient gets inspired, and is pushed toward booking directly from the message.

What has to be true for this to scale?

Users need clear permissioning, easy curation, and a direct booking path that feels like a natural next step rather than a hard sell.

What results does Qantas report?

Over 10,000 travelogues created and 100 million media impressions worldwide.