# Data-Deleting Ads The Alzheimer Society of Montreal Zero Campaign Takes a Techie Approach By Amelia Roblin | Published 2011-03-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/alzheimer-society-of-montreal-zero References: [adsoftheworld](http://adsoftheworld.com/media/online/alzheimer_society_of_montreal_zero) & [cossette](http://www.cossette.com/en/) Have you ever deleted a file you really needed, or perhaps wiped your entire hard drive by accident? The [Alzheimer Society of Montreal Zero](https://www.trendhunter.com/trends/walk-for-alzheimers) campaign looks for awareness with a metaphor that affects most lives in the Western World, in a way that's perhaps likened to the degenerative disease. With a simple ad on an [iPhone](https://www.trendhunter.com/trends/apple-data-auction-commercial), the sneaky stunt by the [Cossette](https://www.trendhunter.com/trends/mcdonalds-campaign-1) advertising agency tempted users into testing an app that would optimize their mobile phone memory. Upon clicking on the link, the phone owner would be horrified to see a realistic simulation of all of his files being erased from his handset. Thankfully, before the onset of a heart attack (hopefully), a screen would then appear, providing a number one could call to donate to the cause. The Alzheimer Society of Montreal Zero campaign attempts to strike a familiar chord, aiming to simulate empathy rather than ask for sympathy. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 42% | Activity: 96% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What Makes This Trend Stand Out - **Memory Optimizing Apps:** Developing apps to optimize phone memory usage while raising awareness for important causes through interactive advertisements. - **Shock Advertising:** Employing shock tactics in advertising to grab attention and encourage engagement with a brand or cause. - **Simulated Experience Marketing:** Using technology to create simulations that give audiences a first-hand experience of an issue or product in order to elicit emotion and drive engagement. ### Sectors Adopting This - **Mobile App Development:** Opportunities in developing innovative and functional apps that optimize mobile device performance and engage audiences in unique ways through interactive advertising and simulating experiences. - **Advertising:** Opportunities in creating attention-grabbing ad campaigns that use shocking tactics to raise awareness and drive engagement with brands or important causes. - **Technology:** Opportunities in utilizing technological advancements to create interactive and simulated experiences that resonate with audiences and promote engagement with a variety of industries and applications. ## Related on Trend Hunter - [Mobile Device Addiction Campaigns](https://www.trendhunter.com/trends/mobile-device-addiction.md) - [Algorithmic Reset Campaigns](https://www.trendhunter.com/trends/algorithm-cleansing-song.md) - [Auction-Inspired Technology Commercials](https://www.trendhunter.com/trends/apple-data-auction-commercial.md) - [Defiance-Inspired Disease Awareness Campaigns](https://www.trendhunter.com/trends/a-finger-for-hope.md) - [Household Expense Ads](https://www.trendhunter.com/trends/what-ai-can-save.md) - [Digital Debit Card Campaigns](https://www.trendhunter.com/trends/The-Lost-Wallet-Board.md) - [Gen Z AI Campaigns](https://www.trendhunter.com/trends/lenovo-6.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [AI-Based Experiential Campaigns](https://www.trendhunter.com/trends/knowthesigns.md)