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SUB CATEGORY :
BRANDED GAMES
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COMPANY ENTERING :
CHEIL PENGTAI BEIJING, BEIJING
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TITLE :
QUEST FOR DYSLEXIA
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BRAND :
SAMSUNG
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ADVERTISER :
SAMSUNG
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AGENCY :
CHEIL HONG KONG, HONG KONG/CHEIL PENGTAI BEIJING, BEIJING
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CHIEF CREATIVE OFFICER :
PAUL CHAN
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EXECUTIVE CREATIVE DIRECTOR :
KIMMY LIU
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GROUP CREATIVE DIRECTOR :
WILSON ANG
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ASSOCIATE CREATIVE DIRECTOR :
TIMOTHY TIAN/XIAOGUANG REN
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ART DIRECTOR :
EDMOND LEUNG
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COPYWRITER :
PAUL CHAN/WILSON ANG/LESLIE LIU
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FILM PRODUCTION COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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DIRECTOR :
YUAN LU
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POST-PRODUCTION COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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EDITOR :
CLAUDE ZHANG
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CAMPAIGN SUMMARY :
‘Quest for Dyslexia’ is a brand experience idea built into one of the biggest gaming experiences of the year.
To help parents detect signs of dyslexia in their kids, we hacked ‘Young Warrior’—the biggest adventure game of the year and China’s equivalent to ‘World of Warcraft’.
The more they played, the more they were tested.
All in real-time.
All within the game.
Best of all, it’s a brand experience idea that helps parents test their kids—just by letting them play the game.
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THE BRIEF :
Dyslexia affects over 15 million children in China.
But fewer than 5% are actually diagnosed.
As a result, most kids do not get the help they need at a key time in their learning development.
As an industry leader, Samsung wanted to change this.
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THE STRATEGY :
Dyslexia is hard to detect.
To make matters worse, Chinese parents are too embarrassed to take their kids to a test centre.
So we took the test to them by hacking a game they already play.
Introducing QUEST FOR DYSLEXIA—the hacked gaming quests that help detect signs of dyslexia.
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THE EXECUTION :
Working with one of the country’s biggest game developers, we hacked ‘Young Warrior’—the biggest adventure game of the year and China’s equivalent to ‘World of Warcraft’.
Dyslexics have difficulty recognising the shapes of Chinese characters and often confuse words of a similar shape.
Using over 100 of these commonly-mistaken words, we redesigned the gaming quests and let kids play the game, just as they normally would.
The quests are a key feature in the game.
This is where a child with dyslexia might find it difficult to visualise the characters.
– so ‘water’ (水) might be misread as ‘wood’ (木)
– ‘left’ (左) might be misread as ‘right’ (右)
– and ‘bright’ (明) might be misread as ‘dark’ (暗)
Failure to grasp these could be a key indicator.
Using machine learning to track the players’ actions, gamers who consistently misread the quests were identified as potentially having dyslexia.
Notifications were then sent to the parents, prompting them to seek further diagnosis.
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THE RESULT :
The hacked game acted as an early detection tool.
Over one million tests were conducted in the first month.
Nearly 25,000 potential cases of dyslexia were identified.
Best of all, parents could test their kids—just by letting them play the game.
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URL :
