Samsung Digital, Case study #Betheireyes [image] 2 by Cheil Hong Kong

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#Betheireyes [image] 2

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Industry Mobile phones, devices & accessories
Media Digital, Interactive & Mobile, Case study
Market Hong Kong SAR China
Agency Cheil Hong Kong
Executive Creative Director Paul Chan
Creative Director Chan Yee Fung, Lili Jiang
Art Director Ivan Au, Toby Hong
Copywriter Paul Chan, Lili Jiang
Released October 2016


Direct Lotus Best Use Of Social Media Silver
Promo Lotus Best Use Of User Generated Content Silver
Direct Lotus Best Use Of Direct Ambient: Small Scale Bronze

Credits & Description

Company Entering: Cheil, Hong Kong
Brand: Samsung
Advertiser: Samsung
Agency: Cheil, Hong Kong
Executive Creative Director: Paul Chan
Creative Director: Lili Jiang/Fung Chan
Copywriter: Paul Chan/Lili Jiang
Art Director: Ivan Au/Toby Hong
Account Director: Vincent Siu/Michael Chan
Account Manager: Matthew Lee
Account Executive: Catrina Lam
The Brief:
Background: Hong Kong Is Home To One Of The Most Beautiful Skylines In The World. Its A Famous Sight Seen By Millions Every Year. This Year, Samsung Wanted To Help Even More People See—Especially The 200,000 People Who Are Visually Impaired. Insight: The Hong Kong Skyline Is Also One Of The Most ‘Photographed’ Sights In The City—Especially On Sharable Social Platforms Like Instagram. Yet Until Now, Not Everyone Has Been Able To Fully Appreciate The Remarkable Beauty Of Their Home City.
The Strategy:
Our Strategy To Use Mobile And Social Technology Made It Easy For People To Get Involved. People Are Already Taking Pictures, Writing Captions And Sharing Them On Social Media. So We Invited The Public To Participate By Simply Doing What Theyre Already Doing. The Only Additional Thing They Had To Do Was Add The Hashtag #Betheireyes. Braille Stickers Started At Just Four Touchpoints—But Through Demand, Were Quickly Extended To Over A Dozen Touchpoints Across Hong Kong.
The Execution:
As A Powerful Direct Ambient Idea, #Betheireyes Was The First Of Its Kind—Helping More People See, One Snap At A Time. Using Mobile And Social Technology, The Campaign Translated Social Photo Descriptions (From Instagram) Into Printed Braille Stickers. And Placed Them Back In The Ambient Settings Where They Were Shot—Creating Unique Curated Touchpoints All Over Hong Kong, Specially Tailored For Visually Impaired People To Feel, Explore And Experience. So For The First Time, Everyone Could See What We See. This Had Never Been Done Before.
The Result:
Hong Kong Embraced The Project With Celebrities And The Media Helping Us Spread The Word. Best Of All: Since 80% Of All Visual Impairment Can Be Treated, Samsung Donated $10 For Every Photo Posted. So It Was More Than Just An Idea, But A Vision For The Long Term. #Betheireyes Not Only Helped More People See, One Snap At A Time. It Changed Peoples Perception About Our Brand—Building Not Just Respect But Also An Emotional Connection For What We Stood For.