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SUB CATEGORY :
USE OF MOBILE & DEVICES
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COMPANY ENTERING :
SERVICEPLAN KOREA, SEOUL
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TITLE :
DOT PAD. THE FIRST SMART TACTILE GRAPHICS DISPLAY.
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BRAND :
DOT
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ADVERTISER :
DOT INCORPORATION
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AGENCY :
SERVICEPLAN KOREA, SEOUL/SERVICEPLAN GERMANY, MUNICH
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CHAIRMAN :
FLORIAN HALLER
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CHIEF EXECUTIVE OFFICER INTERNATIONAL :
MARKUS NODER
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CHIEF EXECUTIVE OFFICER KOREA :
JULIE JIHYUN KANG
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CHIEF CREATIVE OFFICER :
ALEX SCHILL
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EXECUTIVE CREATIVE DIRECTOR :
FRANZ RÖPPISCHER/LORENZ LANGGARTNER/JASON ROMEYKO
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CREATIVE DIRECTOR :
THOMAS IKSUH HUH/NAHO KOSUKEGAWA
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ART DIRECTOR :
ROHIL BOROLE/KAI WEST SCHLOSSER/SILVER EUNMAN KIM/
DIANA DAHYE KIM
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COPYWRITER :
SHRUTHI SUBRAMANIAN/TARO TANIWAKI/MINWOO KIM/JIN PARK
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CREATIVE INTERN :
CAMILLE NIZET/THINH NGYUEN/TANVI PHALAK/SANJEETA SAHA/
ZOE BELLIS SCHILL
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DESIGNER :
DENNIS FRITZ/ANTON REIM
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ACCOUNT DIRECTOR :
SEONYEONG BOO
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ACCOUNT MANAGER :
EUNTACK SHIN/ELIN JINSOL YU/MINJI KIM/JUNGHWAN CHOI
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STRATEGIC PLANNER :
NEUL HA
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PR DIRECTOR :
JI HYE PARK
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PR AGENCY :
LION MEDIA GROUP, NEW JERSEY
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PR DIRECTOR :
CHARLES J.LEONE JR/KEITH GORDON
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FILM PRODUCTION COMPANY :
PAULUS, SEOUL
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MANAGING DIRECTOR :
KYUNGSIN KIM
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DIRECTOR :
SAFFAAN QADIR/YOHAN JANG
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DIRECTOR OF PHOTOGRAPHY :
EUISEON CHANG
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CAMERAMAN :
JIWOONG YANG/JUNHUI SEO
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GAFFER :
KWANG JUN JEONG
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ASSISTANT DIRECTOR :
HYUK LIM/HEE JAE YANG
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EXECUTIVE PRODUCER :
DAHOON CHUNG/MINKYU PARK
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PROJECT ASSISTANT :
YEHYEON CHUNG/YOUNG EUN YEO
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SOUND :
JONGCHAE SOHN/SADO CHOI
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CAMPAIGN SUMMARY :
Dot Pad has built the next level of technology, experience design, activation and 360° customer engagement for the blind, allowing whole new forms of content for them. Dot Pad is a true game changer that innovates the lives of 285 million blind and visually impaired people worldwide left out in social participations and creative lifestyles.
Instead of carrying heavy tactile books, blind people can wirelessly connect Dot Pad to the internet anywhere and it allows them to surf and read any information, including visual & complex information, with 2,400 dots on the Dot Pad’s tactile graphics display.
For example, blind children at school can learn complex information such as mathematics, chemical formulas, or molecular structures, etc. They can even learn coding on Dot Pad and later become programmers. At work, blind people can use office documents such as Excel and PowerPoint linked to the apps on Dot Pad and even enjoy games and cartoons with it. All these changes were not possible with existing braille devices and books. Now, Dot Pad truly fulfills the specific needs of blind people in Education, Professionals, Creation and Entertainment and provides tangible and emotional experiences they have never experienced before.
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THE BRIEF :
While most people rely on visuals to access to complex information in almost all areas of life, the 285 million blind and visually impaired people worldwide are left out, due to lack of innovation. Existing solutions are limited. For example, tactile books are scarce, heavy, and impractical. Audio descriptions fails to describe complex information. And existing electric braille devices that have been in use for 30 years are only provided in one braille cell due to size, weight, and cost of cells. Therefore, they are limited to text content only. After 7 years of development, Dot is now entering a new dimension with Dot Pad, The first smart tactile graphics display for the visually impaired. It can display any visual content from any source because the innovative Dot Image Processing technology uses AI to analyze and understand visual input and present it most accurately on Dot Pad’s tactile display of 2,400 dots. This is the highest ever for a tactile device and the first and only one in the market.
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THE STRATEGY :
Product strategy
While Conventional tactile devices use piezoelectricity to power their actuators, Dot Pad uniquely relies on electromagnetism, which reduces size, weight, and power consumption by more than 10 times, as compared to conventional braille cells.
This dramatically increases usability and makes Dot Pad affordable for the majority of blind and visually impaired users. While the Dot actuator technology is protected by 30 patents, it is licensed to other manufacturers to give as many people as possible the chance to benefit from it
Audience Targeting Strategy
To increase the impact, Dot is already to make Dot Pad technology accessible in other shapes and through other manufacturers, partnering with organizations, corporations, and governments worldwide.
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THE EXECUTION :
The Dot Pad works with all common smart devices and connects to them wirelessly. Launched in early 2022, Dot Pad earned huge interest from the media as well as public and private institutions worldwide, with millions in dollars in orders. Our current B2G and B2B distribution strategy is focused on Education, Rehabilitation for veterans and the elderly and Professionals & Entertainment. The Dot Pad technology is even being shared with competitors to give as many visually impaired people as possible around the world access to tactile graphics.
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THE RESULT :
Dot Pad has a profound positive impact on millions of lives of the blind. The ability to access visual content is key to education, employment, and participation in society. Dot Pad gives them that access. Being able to use all apps creates a whole new perspective for visually impaired people. Instead of carrying heavy tactile books, visually impaired people can access anything on the internet with Dot Pad. And Partnership with Apple, Dot Pad gives access to over 2.2 million apps out of the box. Dot Pad allows whole new forms of content for the blind. Games, Comics, and much more than we can possibly imagine.
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