SUB CATEGORY :

INNOVATION IN TECHNOLOGY

ENTRANT COMPANY :

BLKJ HAVAS, SINGAPORE

TITLE :

JBL QUANTUM GUIDE PLAY

BRAND :

JBL QUANTUM

ADVERTISER :

HARMAN APAC

AGENCY :

BLKJ HAVAS, SINGAPORE

CHIEF EXECUTIVE OFFICER :

ROWENA BHAGCHANDANI

CO-FOUNDER, CREATIVE PARTNER :

KHALID OSMAN/LESTER LEE

CHIEF CREATIVE OFFICER :

JOJI JACOB

EXECUTIVE CREATIVE DIRECTOR :

GUILHERME MACHADO

ART DIRECTOR :

SUNNY CHUANG

AGENCY PRODUCER :

K CHENG

SENIOR EDITOR :

ADZREEN ISMAIL

BUSINESS STRATEGY DIRECTOR :

FIONA HUANG

ACCOUNT DIRECTOR :

BOON NG

ACCOUNT MANAGER :

VERA COSTAN

CAMPAIGN SUMMARY :

Guide Play revolutionizes the gaming landscape for the visually impaired with an unprecedented audio innovation. By harnessing the power of state-of-the-art AI and machine learning, our groundbreaking technology translates in-game elements into immersive spatial sounds, offering a pioneering and inclusive approach for visually impaired players to navigate and engage with their virtual worlds. In a gaming landscape dominated by visually immersive experiences, the background for Guide Play emerged from the stark exclusion of visually impaired individuals, numbering over 50 million worldwide, from enjoying the most played games in the world. The situation highlighted a significant gap in inclusivity, particularly within the first-person shooter genre, where none of the leading titles catered to the needs of the visually impaired. The challenge became the catalyst for JBL's ambitions. Extensive research spanning two years in collaboration with blind societies laid the foundation.
The challenge was clear: create an innovative audio solution to enable visually impaired gamers to navigate and engage in these popular games.

CREATIVITY/IDEA/INSIGHT :

JBL Quantum Guide Play's creative idea revolves around transforming the gaming experience for the visually impaired by introducing an innovative audio solution. Leveraging cutting-edge A.I and machine learning, the technology converts in-game elements into spatial sounds, providing a unique and accessible way for visually impaired individuals to perceive their virtual environment. The key lies in emulating echolocation through JBL Quantum's advanced head tracking and Spatial Audio technology, enhancing players' awareness within the game.
By translating visual cues into auditory signals, JBL Quantum Guide Play not only addresses the challenge of exclusion but also elevates the overall gaming experience for the visually impaired. The creative concept prioritizes inclusivity and user empowerment, marking a pioneering stride in making the gaming world accessible to a broader audience, ultimately fostering a more diverse and enriched gaming community.

STRATEGY :

In a gaming landscape dominated by visually immersive experiences, there is a stark exclusion of visually impaired individuals, numbering over 50 million worldwide, from enjoying the most played games in the world. This situation highlights a significant gap in inclusivity, particularly within the first-person shooter genre, where none of the leading titles cater to the needs of the visually impaired. We saw an opportunity not only to address this issue but also to showcase the capabilities of JBL Quantum headsets.

EXECUTION :

JBL Quantum Guide Play took over nearly two years through collaboration with blind societies, ensuring a comprehensive understanding of the visually impaired gaming community's needs. The approach focused on using A.I and machine learning to convert visual elements into spatial sounds, enhancing accessibility. JBL Quantum's advanced head tracking and Spatial Audio technology played a pivotal role in emulating echolocation. The call to action was twofold: first, the successful initial launch for Counter Strike 2, involving over 1,000 gamers, served as a proof of concept. Second, JBL Quantum Guide Play was made available for everyone, promoting widespread adoption and open-source integration, thereby urging the gaming industry to embrace inclusivity as a standard.

RESULT :

In terms of business impact, the initiative led to a significant increase in brand visibility and consumer engagement, resulting in a notable uplift in sales and site traffic. The response rate was overwhelmingly positive, with millions of gamers embracing the technology within the first month of launch. Impressions soared, with the initiative garnering over 500 million earned impressions globally. There was a noticeable change in behavior, as visually impaired gamers experienced a sense of inclusion and empowerment. Consumer awareness of JBL's commitment to accessibility and innovation skyrocketed, leading to a positive shift in brand perception. Overall, Guide Play not only achieved its intended objectives but also left a lasting impact on both the business and the broader gaming ecosystem. Initially aimed at highlighting audio's importance and quality products in gaming, JBL Quantum Guide Play goes beyond headset debates, potentially revolutionizing gaming. Testimonials from visually impaired gamers confirm its transformative impact.

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