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Shazam – a device that can recognise almost any song based on a small sample, suffers from a brief spell of memory loss for its latest campaign.

Created by Innocean Worldwide UK for Alzheimer's Research UK, Shazam's stunt raises awareness of the disease among the younger generation.

The viewer watches in anticipation as the app struggles to recall the chosen song, mimicking the effects of Alzheimer's through the app.

In just 120 seconds, this spot conveys a clear call to action, directing viewers to a donation page. An innovative use of in-app advertising, Shazam uses mobile to engage a millennial audience and shine a light on the fact that the disease can affect people as young as 40 years old.

Set to a simple electro beat, the brand places the emphasis on the cause, rather than the product, with great success. And while empathy is a tool often used by the advertising industry to engage viewers, it's rare for this powerful emotion to be evoked through technology alone.

Within the first month of launching the campaign, it has garnered over 5,000 visitors. Having recently announced the launch of its augmented reality platform for brand partners, which includes 3D animations, product visualisations, mini-games and 360-degree videos.

The brand demonstrates how looking forward and innovating through technology can attract a younger demographic.