Eureka Case study LEND AN EYE by Grey Singapore

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LEND AN EYE

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Industry Business equipment & services, Corporate Image
Media Case study
Market Singapore
Agency Grey Singapore
Director Desmond Tan
Art Director Tan Giap How
Copywriter Ali Shabaz, Joseph Cheong, Karn Singh
Producer Sandra Ong
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Mobile Devices Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser: EUREKA CALL CENTRE SYSTEM (S)
Product/Service: AWARENESS
Agency: GREY GROUP SINGAPORE, SINGAPORE
Chief Creative Officer: Ali Shabaz (Grey Group Singapore)
Associate Creative Director: Joseph Cheong (Grey Group Singapore)
Copywriter: Ali Shabaz (Grey Group Singapore)
Copywriter: Joseph Cheong (Grey Group Singapore)
Copywriter: Karn Singh (Grey Group Singapore)
Senior Art Director: Deng Yingzhi (Grey Group Singapore)
Senior Interactive Specialist: Sudhir Pasumarty (Grey Group Singapore)
Mobile Application Specialist: Sandeep Bhardwaj (Grey Group Singapore)
Art Director: Tan Giap How (Grey Group Singapore)
Director: Desmond Tan (KTV)
User Interface Designer: Sudhir Pasumarty (Grey Group Singapore)
User Interface Designer: Leow See Ming (Grey Group Singapore)
User Interface Designer: Victoria Koh Wei Ting (Grey Group Singapore)
Producer: Sandra Ong (Grey Group Singapore)
Group Account Director: Penelope Wetherill (Grey Group Singapore)
Account Director: Gaurav Arora (Grey Group Singapore)
Account Manager: Michelle Tan (Grey Group Singapore)
Senior Manager/Corporate Communications: Rani Ramaya (Grey Group Singapore)
Executive/Corporate Communications: Apriani Kartika (Grey Group Singapore)
Call Centre Manager: Charis Low (Eureka Call Centre System)
Design Artist: Fedinandus Oen (Grey Group Singapore)
Production Manager: Bobby Koh (Grey Group Singapore)

Results and Effectiveness

The app mimics the principles of FaceTime or Skype video calling to turn the smartphone into the eyes for a blind person. To launch the app, the blind double tap their phone, which then contacts several volunteers simultaneously. The volunteer that answers becomes the eyes for the blind person. Using the in-built camera on the blind person’s smartphone, the volunteer guides him to do whatever he wishes to do.
The blind have always led a restrictive life. This app has the potential to change that by giving them the freedom to move around and make choices on their own.

Creative Execution

We developed 'Lend an Eye' - an app not only helps the blind get from point A to B unsupervised, but also enables them to make choices the way we do.

Insights, Strategy and the Idea

We wanted to enrich the lives of the blind by enabling them to do the things they had never done before.