SUB CATEGORY :

BEST USE OF DIRECT AMBIENT: SMALL SCALE

COMPANY ENTERING :

CHEIL, HONG KONG

ENTRY TITLE :

#BETHEIREYES

BRAND :

SAMSUNG

ADVERTISER :

SAMSUNG

AGENCY :

CHEIL, HONG KONG

EXECUTIVE CREATIVE DIRECTOR :

PAUL CHAN

CREATIVE DIRECTOR :

LILI JIANG/FUNG CHAN

COPYWRITER :

PAUL CHAN/LILI JIANG

ART DIRECTOR :

IVAN AU/TOBY HONG

ACCOUNT DIRECTOR :

VINCENT SIU/MICHAEL CHAN

ACCOUNT MANAGER :

MATTHEW LEE

ACCOUNT EXECUTIVE :

CATRINA LAM

THE BRIEF :

BACKGROUND: HONG KONG IS HOME TO ONE OF THE MOST BEAUTIFUL SKYLINES IN THE WORLD. IT’S A FAMOUS SIGHT SEEN BY MILLIONS EVERY YEAR. THIS YEAR, SAMSUNG WANTED TO HELP EVEN MORE PEOPLE SEE—ESPECIALLY THE 200,000 PEOPLE WHO ARE VISUALLY IMPAIRED. INSIGHT: THE HONG KONG SKYLINE IS ALSO ONE OF THE MOST ‘PHOTOGRAPHED’ SIGHTS IN THE CITY—ESPECIALLY ON SHARABLE SOCIAL PLATFORMS LIKE INSTAGRAM. YET UNTIL NOW, NOT EVERYONE HAS BEEN ABLE TO FULLY APPRECIATE THE REMARKABLE BEAUTY OF THEIR HOME CITY.

THE STRATEGY :

OUR STRATEGY TO USE MOBILE AND SOCIAL TECHNOLOGY MADE IT EASY FOR PEOPLE TO GET INVOLVED. PEOPLE ARE ALREADY TAKING PICTURES, WRITING CAPTIONS AND SHARING THEM ON SOCIAL MEDIA. SO WE INVITED THE PUBLIC TO PARTICIPATE BY SIMPLY DOING WHAT THEY’RE ALREADY DOING. THE ONLY ADDITIONAL THING THEY HAD TO DO WAS ADD THE HASHTAG #BETHEIREYES. BRAILLE STICKERS STARTED AT JUST FOUR TOUCHPOINTS—BUT THROUGH DEMAND, WERE QUICKLY EXTENDED TO OVER A DOZEN TOUCHPOINTS ACROSS HONG KONG.

THE EXECUTION :

AS A POWERFUL DIRECT AMBIENT IDEA, #BETHEIREYES WAS THE FIRST OF ITS KIND—HELPING MORE PEOPLE SEE, ONE SNAP AT A TIME. USING MOBILE AND SOCIAL TECHNOLOGY, THE CAMPAIGN TRANSLATED SOCIAL PHOTO DESCRIPTIONS (FROM INSTAGRAM) INTO PRINTED BRAILLE STICKERS. AND PLACED THEM BACK IN THE AMBIENT SETTINGS WHERE THEY WERE SHOT—CREATING UNIQUE CURATED TOUCHPOINTS ALL OVER HONG KONG, SPECIALLY TAILORED FOR VISUALLY IMPAIRED PEOPLE TO FEEL, EXPLORE AND EXPERIENCE. SO FOR THE FIRST TIME, EVERYONE COULD SEE WHAT WE SEE. THIS HAD NEVER BEEN DONE BEFORE.

THE RESULT :

HONG KONG EMBRACED THE PROJECT WITH CELEBRITIES AND THE MEDIA HELPING US SPREAD THE WORD. BEST OF ALL: SINCE 80% OF ALL VISUAL IMPAIRMENT CAN BE TREATED, SAMSUNG DONATED $10 FOR EVERY PHOTO POSTED. SO IT WAS MORE THAN JUST AN IDEA, BUT A VISION FOR THE LONG TERM. #BETHEIREYES NOT ONLY HELPED MORE PEOPLE SEE, ONE SNAP AT A TIME. IT CHANGED PEOPLE’S PERCEPTION ABOUT OUR BRAND—BUILDING NOT JUST RESPECT BUT ALSO AN EMOTIONAL CONNECTION FOR WHAT WE STOOD FOR.