| Title | SMART DOTS |
| Brand | THE VIEWZONE COMPANY |
| Product / Service | MIICALO |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| In Woo Hwang | Audio Village | Audio Pd |
| Young Jin Jeon | Kiss Fm Music/Sound | Recoding |
| Ju Yong Lee | Vixen | 2d |
| Hyun Chan Yoon | Kubrick | Edit |
| Hye Lim Choi | Vega | Line Producer |
| Hee Jin Jeon | Vega | Producer |
| Young Phil Kim | Vega | Executive Producer |
| Min Yoon | Kubrick | Director |
| So Ji Park | Innocean Worldwide | Social Planner |
| Jun Hyeok Yun | Innocean Worldwide | Art Director |
| Sung Jin Choi | Innocean Worldwide | Art Director |
| Hoon Lim | Innocean Worldwide | Art Director |
| Bae Seong Kim | Innocean Worldwide | Agency Pd |
| Se Hee Kim | Innocean Worldwide | Copywriter |
| Jae Hun Lee | Innocean Worldwide | Copywriter |
| Boum Su Park | Innocean Worldwide | Campaign Planner |
| Seung Hyun Lee | Innocean Worldwide | Campaign Planner |
| Boem Jin Kim | Innocean Worldwide | Campaign Planner |
| Jung A Kim | Innocean Worldwide | Creative Director |
| Jin Hwan Ko | Innocean Worldwide | Creative Director |
The target audience of SMART DOTS is new customers, with no awareness of Miicalo. We have three purposes. The first purpose is for the sight-challenged to communicate with the smart devices. The second is to imbue the special meaning, as an emotional brand, which has not existed in the market of protector films. The last is to gather ideas from those who have a dedicated interest in helping the fringes of the IT industry. To make it a viral promotion, various approach of campaign, PR will be utilized to drive large amount of network traffic to Miicalo’s Facebook page.
Our mission was to find a way to make smart devices readily available for everyone including the physically-challenged. So we paid a very close attention to sight-challenged people as they live with the obstacle and we were interested by the way of braille communicating with the world. We decided to engrave braille on a protective film, the way no one has ever tried on the smart devices before. The ordinary protective film is now reinvented to an extraordinary and sensible film with SMART DOTS. We have witnessed a dramatic moment of the sight-challenged children start playing the piano app.
Until we created SMART DOTS, there was a process of trial-and-error. After we tried a variety of tests like, positioning of the point, varying the size and texture. As a result, the Braille film; SMART DOTS was created. Numerous dots are used in the internet web address online and we exported those dots offline for the sight-challenged. SMART DOT is just the beginning. As of this point, warm ideas are being collected potentially for a broader group of the physically- challenged.
Miicalo is a small company based in South Korea, which produces protective films for smart devices. In the beginning of the PR, Miicalo had only 52 fans from Facebook. After initiating the project, the number of fan increased by 592% and SMART DOTS contents had 496,332 impressions. Moreover there was a 47% increase of response rates and 30 thousands 'Like's. As a result, Miicalo sales rate has increased more than 138%. This unexpectedly pleasant result was possible with a miniscule budget of 2,000 USD. Most importantly, SMART DOTS have made a difference among the market of ordinary protective films.