Starhub Mobile Film, Digital THIRD EYE by DDB GROUP SINGAPORE, DDB Singapore

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THIRD EYE

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Industry Mobile phones, devices & accessories
Media Film, Digital, Interactive & Mobile
Market Singapore
Agency DDB GROUP SINGAPORE
Chief Creative Officer Neil Johnson
Associate Creative Director Lester Lee
Creative Director Khalid Osman
Art Director Khalid Osman
Copywriter Lester Lee
Agency DDB Singapore
Released June 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Digital Direct Marketing; Mobile Marketing Gold
Direct Lions Product & Service; Public Health & Safety, Public Awareness Messages Gold
Mobile Lions Creative Use Of Technology; Networked Mobile Technology Silver
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Mobile Marketing
Advertiser: STARHUB MOBILE
Product/Service: MOBILE BRANDING
Agency: DDB GROUP SINGAPORE, SINGAPORE
Title: MYSMARTEYE
Chief Creative Officer: Neil Johnson (DDB Group Singapore)
Group Executive Creative Director: Joji Jacob (DDB Group Singapore)
Creative Director/Art Director: Khalid Osman (DDB Group Singapore)
Associate Creative Director/Copywriter: Lester Lee (DDB Group Singapore)
Head Of Technology: Yeo Wee Lee (DDB Group Singapore)
Senior Content Engineer: Derrick Teo (DDB Group Singapore)
Mobile Application Engineer: Mario Dinata (DDB Group Singapore)
Associate Project Director: Leslie Goh (DDB Group Singapore)
Senior Project Executive: Joey Yu (DDB Group Singapore)
Managing Director: Rowena Bhagchandani (DDB Group Singapore)
Account Director: Vivien Foo (DDB Group Singapore)
Describe the brief from the client
StarHub Mobile is one of the largest telcos in Singapore with 2.2 million subscribers in a country of 5 million people. Leveraging on its reach, we partnered StarHub Mobile with the Society of Visually Handicapped in a micro-volunteering project called Third Eye. This initiative is designed to end the social isolation experienced by the visually impaired. The Third Eye experience can be likened to having volunteers sit with the visually impaired, spend time with them and describe the world to them.
Creative Execution
A telco's first and foremost promise is to connect people. Third Eye, as a CSR initiative for StarHub Mobile, is a true celebration of that promise. The initiative exploits the omnipresence of mobile devices in our lives and turns the medium into a truly social network. Now anyone, anywhere, anytime can connect to a visually impaired person and help brighten their day even if he or she only has seconds to spare. This gives existing volunteers an extra channel to help and demonstrates to would-be volunteers that actually it doesn't take much to make a difference.
Creative Solution to the Brief/Objective.
Third Eye is designed to crowdsource vision and care for the visually impaired. With Third Eye, we connected a community of micro-volunteers to the visually impaired. Using inbuilt iOS and Android's accessibility features, a visually impaired person can easily take a picture of anything with a touch. The image is then shared with micro-volunteers in real-time as a query. The volunteers can describe the image to the visually impaired, from wherever they are, making volunteering effortless, easy and instant. The replies are then converted from text to speech for the visually impaired.
Results
StarHub Mobile has 2.2 million mobile subscribers. If just one in every hundred subscribers micro-volunteered 10 seconds a day to make a reply, the project would crowdsource over 60 hours of volunteering-time every day. The project has just launched, but the current approximate ratio of micro-volunteers to visually impaired is already 12: 1, replies within the first 20 seconds is 3.7 and incorrect responses is less than 0.004%.
“Project Third Eye demonstrates that together we can change lives. I believe it’ll open more than just eyes, it’ll open hearts.” Michael Tan, Executive Director, Society of the Visually Handicapped