The Brief

We have three purposes. The first purpose is for the sight-challenged to communicate with the smart devices. The second is to imbue the special meaning,as an emotional brand, which has not existedin the market of protector films. The last is to gather ideas from those who have a dedicated interest in helping the fringes of the IT industry. We distributed SMART DOTS for free, to people who need it.To make it a viral promotion, various approach of campaign, Press & TV PR news will be utilized to drive large amount of network traffic to Miicalo’s Facebook page.

Describe how the promotion developed from concept to implementation

Until we created SMART DOTS, there was a process of trial-and-error. After we tried a variety of tests like, positioning of the point, varying the size and texture. As a result, the Braille film; SMART DOTS was created. Numerous dots are used in the internet web address online and we exported those dots offline for the sight-challenged. SMART DOT is just the beginning. As of this point, warm ideas are being collected potentially for a broader group of the physically- challenged.

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

Miicalo is a small company based in South Korea, which produces protective films for smart devices. In the beginning of the PR, Miicalo had only 52 fans from Facebook. After initiating the project, the number of fan increased by 592% and SMART DOTS contents had 496,332 impressions. Moreover there was a 47% increase of response rates and 30 thousands 'Like's. As a result, Miicalo sales rate has increased more than 138%. This unexpectedly pleasant result was possible with a miniscule budget of 2,000 USD. Most importantly, SMART DOTS have made a difference among the market of ordinary protective films.

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

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.We decided to engrave braille on a protective film, the way no one has ever tried on the smart devices before. 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.