| Title | LEND AN EYE |
| Brand | EUREKA CALL CENTRE SYSTEM |
| Product / Service | AWARENESS |
| Category | B03. Corporate Reputation |
| Entrant | GREY GROUP, SINGAPORE |
| Entrant Company | GREY GROUP, SINGAPORE |
| Advertising Agency | GREY GROUP, SINGAPORE |
| 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 |
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.
We wanted people to step forward to join us in helping the visually impaired live more freely despite their restraints.
'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.
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.
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?
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.