MYSMARTEYE

Silver Spike

Case Film

Presentation Board

ClientSTARHUB MOBILE
ProductMOBILE BRANDING
EntrantDDB GROUP SINGAPORE, SINGAPORE
Type of EntrySales Promotion: Product/Service
CategoryB05. Public Service, Charity & Fund Raising
TitleMYSMARTEYE
Product/ServiceMOBILE BRANDING
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE

The Brief

StarHub Mobile is one of the largest telcos in Singapore with 2.2 million subscribers in a country of 5 million people. Leveraging on its reach, we partnered StarHub Mobile with the Society of Visually Handicapped in a micro-volunteering project called Third Eye. This initiative is designed to promote and end the social isolation experienced by the visually impaired. The Third Eye experience can be likened to having volunteers sit with the visually impaired, spend time with them and describe the world to them. in brief, we want to activate our 2.2 million subscribers and bring them closer to the visually impaired.

Describe how the promotion developed from concept to implementation

Third Eye is designed to crowdsource vision and care for the visually impaired. With Third Eye, we connected a community of micro-volunteers to the visually impaired. Using inbuilt iOS and Android's accessibility features, a visually impaired person can easily take a picture of anything with a touch. The image is then shared with micro-volunteers in real-time as a query. The volunteers can describe the image to the visually impaired, from wherever they are, making volunteering effortless, easy and instant. The replies are then converted from text to speech for the visually impaired.

Describe the success of the promotion with both client and consumer including some quantifiable results

StarHub Mobile has 2.2 million mobile subscribers. If just one in every hundred subscribers were activated to micro-volunteer 10 seconds a day to make a reply, the project would crowdsource over 60 hours of volunteering-time every day. The current approximate ratio of micro-volunteers to visually impaired is 12: 1, replies within the first 20 seconds is 3.7 and incorrect responses is less than 0.004%. 'Project Third Eye demonstrates that together we can change lives. I believe it'll open more than just eyes, it'll open hearts.' Michael Tan, Executive Director, Society of the Visually Handicapped

Explain why the method of promotion was most relevant to the product or service

A telco's first and foremost promise is to connect people. Third Eye, as a CSR initiative for StarHub Mobile, is a true celebration of that promise. The initiative exploits the omnipresence of mobile devices in our lives and turns the medium into a truly social network. Now anyone, anywhere, anytime can connect to a visually impaired person and help brighten their day even if he or she only has seconds to spare. This gives existing volunteers an extra channel to help and demonstrates to would-be volunteers that actually it doesn't take much to make a difference.

Credits

Name Company Position
Sean Lee Ddb Group Singapore Mobile Engineer
See Yishu Ddb Group Singapore Mobile Engineer
Neo Chun Guan Ddb Group Singapore Digital Catalyst/Ux Planner
Rosslyn Chay Ddb Group Singapore Head Of Customer Experience Strategy
Lins Khoo Ddb Group Singapore Senior Account Executive
Vivien Foo Ddb Group Singapore Account Director
Rowena Bhagchandani Ddb Group Singapore Managing Director
Joey Yu Ddb Group Singapore Senior Project Executive
Leslie Goh Ddb Group Singapore Associate Project Director
Mario Dinata Ddb Group Singapore Mobile Application Engineer
Derrick Teo Ddb Group Singapore Senior Content Engineer
Yeo Wee Lee Ddb Group Singapore Head Of Technology
Lester Lee Ddb Group Singapore Associate Creative Director/Copywriter
Khalid Osman Ddb Group Singapore Creative Director/Art Director
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Neil Johnson Ddb Group Singapore Chief Creative Officer