SMART DOTS

TitleSMART DOTS
ClientTHE VIEWZONE COMPANY
Product / ServiceMIICALO (SCREEN PROTECTOR FILM)
CategoryA01. Best Use of Digital PR
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

The Campaign

THE VIEWZONE COMPANY IS THE SMALL COMPANY WHICH PRODUCES THE PROTECTIVE FILMS OF SMART PAD. WE ALWAYS THINK ABOUT THE PEOPLE(VISUALLY IMPAIRED PEOPLE) WHO CANNOT ENJOY SMART WORLD. Although the world has become smarter, we felt that the visually impaired have become more excluded from the smart world. We wanted to raise awareness about people who are excluded from the smart world because of their disabilities. If we showed a bit more interest in people around us with disabilities, we can come up with new and important ideas. And so, we added the Braille language to the commonly used smart pad protective films. We raised awareness about the protective films by sharing online videos and giving free protective films to those who needed it. After this campaign, the visually impaired were able to experience musical performances with the Braille protective film and best of all, more people showed interest in those who were previously excluded from the smart world because of their disabilities. As a result, fans on Facebook : 592 % increase within 2 weeks and number of views reached over 496,332 views within 4 weeks. This campaign also generated high earned PR without spending. Our story showed in Maekyung economy, weekly chosun, economist and variable print media & HBC(HyundaiMotorsGroup broadcasting system).

The Brief

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. 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. SMART DOTS will assist those who are sight-challenged to put a step in the smart world.

Results

At the beginning, Miicalo had only with 52 fans. After this project, the number of fan increased 592%, SMART DOTS contents had 496,332 impressions, 47% response rates and 30 thousands 'Like' with just a campaign budget of $US 2,000. Miicalo sales rate has increased more than 138%. Above all, SMART DOTS has made a difference among ordinary market of protective films. The visually impaired were able to experience musical performances with the Braille protective film and best of all, more people showed interest in those who were previously excluded from the smart world because of their disabilities.

Execution

Until we created SMART DOTS, there was a little trial-and-error. After we tried a variety of test for the location of the point and the size and texture, finally, the the Braille film ;SMART DOTS was born. There have been so many dots(IT Company) inside smart world but no dots outside smart world. So, we made Dots out of the smart world for the blind. SMART DOT is just the beginning. Warm ideas have being collected for marginalized people.

The Situation

Although the world has become smarter, we felt that the visually impaired have become more excluded from the smart world. We wanted to raise awareness about people who are excluded from the smart world because of their disabilities. After this SMART DOTS campaign, the visually impaired were able to experience musical performances with the Braille protective film and best of all, more people showed interest in those who were previously excluded from the smart world because of their disabilities.

The Strategy

BRILLE + PROTECTIVE FILMS = SMART DOTS the Braille film; SMART DOTS was created. Numerous dots(we mean DOT COM Company) are used in the internet web address online and we exported those dots into offline space for the sight-challenged. SMART DOT is just the beginning.. The visually impaired were able to experience musical performances with the Braille protective film and best of all, more people showed interest in those who were previously excluded from the smart world because of their disabilities. As of this point, warm ideas are being collected potentially for a broader group of the physically- challenged.

Credits

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