HEARING AIDE

Short List
TitleHEARING AIDE
BrandTHE SINGAPORE ASSOCIATION FOR THE DEAF
Product / ServicePUBLIC AWARENESS
CategoryA09. Use of Mobile Devices
EntrantGREY GROUP Singapore, SINGAPORE
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE

Credits

Name Company Position
Ali Shabaz Grey Group Singapore Chief Creative Office
Nrusingha Choudhury Grey Group Singapore Copywriter
Sudhir Pasumarty Grey Group Singapore Interactive Designer
Sandeep Bhardwaj Grey Group Singapore Interactive Designer
Avdhi Jain Grey Group Singapore Art Director
Tan Giap How Grey Group Singapore Art Director
Juhi Manwani Grey Group Singapore Account Director
Khoo Suat Ling Grey Group Singapore Senior Account Manager
Miguel Martinez Grey Group Singapore Senior Account Executive
Isabel Gonzalez Grey Group Singapore Pr Manager
Julie Chua Grey Group Singapore Agency Producer
Quek Shio Chuan Reservoir World Sdn Bhd Director
Ryan Khoo Reservoir World Sdn Bhd Executive Producer
Adrian Lai Reservoir World Sdn Bhd Producer
Eric Yeong Reservoir World Sdn Bhd Director Of Photography
Aida Khalid Mecccanica EFX Post Producer
Ananth Kumar Sonicsoul Productions Music Composer/Audio Sfx
Aaron Tan Grey Group Singapore Hybrid Editor

Results and Effectiveness

'Hearing Aide' was met with plenty of cheer from the deaf community during its launch. The app is strongly aligned to what The Singapore Association for the Deaf sets out to achieve: To assist the Deaf to achieve a better quality of life. With a low budget, we've created a tool which will have a positive impact on millions of lives worldwide. The app downloaded many times. It was featured on major news channels, newspapers, journals, blogs and technology portals. After its media launch, Hearing Aide generated SGD $ 340,286 (Advertising Value Equivalent) and SGD $ 1,020,858 (PR Value).

Creative Execution

Nru to advise We developed Hearing Aide. A first-of-its-kind sound recognition smart phone / tablet app for the deaf. The app, which runs in the background, identifies the critical sounds that needs a deaf person's attention and alerts them through vibratory alerts, push notifications and flashing lights, thus making their life easier and safer.

Insights, Strategy and the Idea

Insights, Strategy and the Idea Insight: Deaf people are always at the disadvantage as they can't listen to critical sounds like sirens and alarms. Strategy: Make the life of deaf people safer and easier without asking them to make any change in their world. This approach makes it easier for them to adapt to the new solution. Idea: We decided to turn the smart phones and tablets of Deaf People into a warning device for critical life-saving sounds.