LEND AN EYE

TitleLEND AN EYE
ClientEUREKA CALL CENTRE SYSTEM
Product / ServiceAWARENESS
CategoryB03. Corporate Reputation
EntrantGREY GROUP, SINGAPORE
Entrant Company GREY GROUP, SINGAPORE
Advertising Agency GREY GROUP, SINGAPORE

The Campaign

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. To brand the organisation as one that supports the cause of the visually impaired, we decided to run a PR campaign. To get the word out, the challenge was to do something powerful – enable our special group of employees to do the things they had never done before. So we created 'Lend An Eye', a smartphone app that mimics the principles of FaceTime or Skype video calling, turning the smartphone into the eyes for the visually impaired. Through this idea, we wanted people to step forward to join us in helping the visually impaired live more freely despite their restraints. And it worked. News about the innovative app quickly spread through TV, newspapers, blogs and social media. The coverage was worth a total of $318,921.39. Most importantly, developers and volunteers responded, wanting to help take the idea of the app further. And doing so, helping to get the visually impaired closer to the freedom they've always wanted.

The Brief

We wanted people to step forward to join us in helping the visually impaired live more freely despite their restraints.

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. Also, numerous developers and volunteers stepped forward, wanting to collaborate with us to take the app even further.

Execution

App development took approximately 6 months, including programming and initial testing. App trial was carried out for about 2 months thereafter, before Lend An Eye was officially launched in April 2013. The campaign ran according to a scheduled plan.

The Situation

Eureka Call Centre Systems has always supported the cause of the visually impaired. The question was, could they do even more to help them live fuller lives with more freedom? And while doing so, could they also reinforce the corporate image of the organisation?

The Strategy

We started off planning for an idea that would be powerful and useful to the visually impaired – so it would be newsworthy. Subsequently, after the development of the app, we sent out press releases to relevant media channel editors, including those from tech blogs.

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 Head Of Art
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