LEND AN EYE

TitleLEND AN EYE
BrandEUREKA CALL CENTRE SYSTEM
Product / ServiceAWARENESS
CategoryB05. Public Service, Charity & Fund Raising
EntrantGREY GROUP, SINGAPORE
Entrant Company GREY GROUP, SINGAPORE
Advertising Agency GREY GROUP, SINGAPORE

Credits

Name Company Position
Charis Low Eureka Call Centre System (S) Pte Ltd Call Centre Manager
Apriani Kartika Grey Group Singapore Executive Corporate Communications
Rani Ramaya Grey Group Singapore Senior Manager Corporate Communications
Michelle Tan Grey Group Singapore Account Manager
Gaurav Arora Grey Group Singapore Account Director
Penelope Wetherill Grey Group Singapore Group Account Director
Sandra Ong Grey Group Singapore Producer
Victoria Koh Wei Ting Grey Group Singapore User Interface Designer
Leow See Ming Grey Group Singapore User Interface Designer
Sudhir Pasumarty Grey Group Singapore User Interface Designer
Desmond Tan Ktv Director
Tan Giap How Grey Group Singapore Art Director
Sandeep Bhardwaj Grey Group Singapore Mobile Application Specialist
Sudhir Pasumarty Grey Group Singapore Senior Interactive Specialist
Deng Yingzhi Grey Group Singapore Senior Art Director
Karn Singh Grey Group Singapore Copywriter
Joseph Cheong Grey Group Singapore Copywriter
Ali Shabaz Grey Group Singapore Copywriter
Joseph Cheong Grey Group Singapore Associate Creative Director
Ali Shabaz Grey Group Singapore Chief Creative Officer

The Brief

The client, Eureka Call Centre Systems, is Singapore's first contact centre that allows visually impaired person to make calls. They're always striving to enrich the lives of these employees, to help them live with more freedom. In this case, we wanted to enable them to do the things they had never done before. The strategy was to reach out to an untapped pool of resources - the public. And offer them an easy way to volunteer using something that's already part of their lives - a smartphone.

Creative Execution

Smartphones are a relevant part of many people's lifestyles today. So using an app to engage volunteers was the perfect solution.

Describe the creative solution to the brief/objective.

'Lend an Eye' is an app that not only helps the blind get from point A to B unsupervised, but also enables them to make more choices. 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, giving him the freedom to make choices.

Results

'Lend An Eye' was featured in various news media, including local spreadsheet The Straits Times, Yahoo News, Beritan Harian, South China Morning Post, CNet Asia and Campaign Brief Asia. Media coverage amounted to $351,139.59. Because of the wide coverage, numerous volunteers stepped forward, volunteering their time for those who needed it. Also, developers now want to collaborate with us to take the app even further.