|
-
SUB CATEGORY :
INNOVATION IN TECHNOLOGY
-
COMPANY ENTERING :
CHEIL WORLDWIDE, SEOUL
-
TITLE :
RELÚMĬNO
-
BRAND :
RELÚMĬNO
-
ADVERTISER :
SAMSUNG ELECTRONICS
-
AGENCY :
CHEIL WORLDWIDE, SEOUL
-
ACCOUNT EXECUTIVE :
JEUNGMIN CHOI
-
AGENCY PRODUCER :
SEUNGHOON KANG/JUN YOUNG PARK/JINHONG LEE
-
OTHER CREATIVE CREDITS :
JUNGHOON CHO/YONGNAM KIM/SEUNGCHAN KIM/ HANBYUL JEON/CHANWON LEE/MYUNGSUP SIM/ CHAEHYUN YOO/YEULTAK SUNG/YOUNGIN BAE
-
MEDIA AGENCY :
CHEIL WORLDWIDE, SEOUL
-
CAMPAIGN SUMMARY :
86% OF 250 MILLION VISUALLY IMPAIRED PEOPLE IN THE WORLD ARE SUFFERING FROM LOW VISION THAT STILL HAS SOME RESIDUAL VISION. SAMSUNG ELECTRONICS DEVELOPED ‘RELÚMĬNO' APPLICATION THAT USES ONLY GALAXY SMARTPHONE AND GEAR VR DEVICE TO SUPPORT VISUALLY IMPAIRED PEOPLE. SAMSUNG NEEDED A CAMPAIGN FOR PEOPLE TO KNOW RELÚMĬNO AND GET HELP FROM IT.
-
THE BRIEF :
RELÚMĬNO IS A VISUAL AID APPLICATION THAT WORKS IN CONJUNCTION WITH SAMSUNGVR TO ENHANCE THE VISION OF PEOPLE WITH LOW VISION. GEARVR IS AN AFFORDABLE, CONSUMER-ORIENTED VIRTUAL-REALITY HEADSET THAT WORKS WITH AN INSERTED SAMSUNG SMARTPHONE TO DISPLAY IMAGES DIRECTLY IN FRONT OF THE USER’S EYES. RELÚMĬNO USES THE CAMERA ON THE BACK OF THE INSERTED SMARTPHONE TO DETECT WHAT IS FRONT OF THE USER AND DISPLAY THE IMAGE TO THE USER, IN REAL TIME, IN A MAGNIFIED AND CUSTOMIZED FORM. THE RELÚMĬNO APP IS ABLE TO ADAPT THE IMAGE IN VARIOUS WAYS TO ADDRESS A VARIETY OF VISUAL IMPAIRMENTS.
-
THE STRATEGY :
WE WANTED RELÚMĬNO TO BE MORE THAN JUST A FREE APPLICATION; OUR AIM WAS TO MAKE IT AS A CATALYST FOR OTHER PEOPLE’S INTERESTS AND SUPPORTS TOWARD VISUALLY IMPAIRED PEOPLE IN OUR SOCIETY. AS TO MAKE SURE GENERAL PEOPLE WOULD PAY THEIR SINCERE ATTENTION TO THE VISUALLY IMPAIRED PEOPLE, WE MADE A SHORT FILM ABOUT LOVE BETWEEN MAN AND WOMAN WHO HAVE VISUAL IMPAIRMENT. IN THE MOVIE, RELÚMĬNO WORKS AS A MEANS TO FIND OUT HOW TWO MAIN CHARACTERS FEEL ABOUT EACH OTHER.
-
THE EXECUTION :
THIS MOVIE WAS RELEASED FREE ON YOUTUBE AND LOCAL CHANNELS OF MAJOR COUNTRIES IN THE WORLD (NAVER, YUKU, ETC.). ‘SAMSUNG ELECTRONICS NEWSROOM,’ SAMSUNG ELECTRONICS’ GLOBAL BRAND JOURNALISM CHANNEL, USE ITS NETWORK TO PROVIDE SUBTITLES OF THE MOVIE WITH 17 DIFFERENT LANGUAGES. THEY ALSO PRODUCED THE ‘BARRIER-FREE’ VERSION, WHICH IS A VOICEOVER MOVIE FOR VISUALLY IMPAIRED PEOPLE. WE ALSO PROVIDED PRESS RELEASE FOR THE PUBLIC AND HELD A PRESS PREVIEW. FOR OVERSEAS, WE PROMOTED THE MOVIE FOR PEOPLE WHO ARE INTERESTED IN K-CULTURE.
-
THE RESULT :
THE MOVIE RECORDED OVER 30 MILLION VIEWS AFTER JUST A MONTH OF RELEASE. MAJOR DOMESTIC PRESS COMPANIES INTRODUCE IT TO THE PUBLIC. THE FOREIGN COUNTRIES THAT RECORDED THE MOST VIEWS WERE THAILAND (5.7 MILLION VIEW), VIETNAM (5.3 MILLION VIEW) AND INDONESIA (4.9 MILLION VIEW). THERE WERE REPLIES SUCH AS "HEARTWARMING" AND "IT MADE ME LOOK PEOPLE WITH VISUAL IMPAIRMENT DIFFERENTLY." FURTHERMORE, THERE WERE THREE TIMES MORE QUESTIONS ABOUT RELÚMĬNO APP ON THE HOMEPAGE AND THE APP DOWNLOAD COUNTS WAS INCREASED BY 30%.
|
|