CategoryA01. Use of Technology
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE


Name Company Position
Ali Shabaz Grey Group Singapore Chief Creative Officer
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/Designer
Tan Giap How Grey Group Singapore Art Director
Juhi Manwani Grey Group Singapore Account Director
Khoo Suet 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 Editor

Creative Execution

Describe step by step how the mobile campaign was implemented including where, when and for how long. 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. The app was first launched on Google Play for Android phones.

'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 was downloaded many times. The app was featured on major news channels, newspapers, journals, blogs and technology portals.. After its media launch, Hearing Aide generated SGD $ 340,286 (AdvertisingValue Equivalent), SGD $ 1,020,858 (PR Value) and garnered 7,246,861 media impressions. The PR on various news and tech media channels has also put the spotlight on the needs of the Deaf community, while inspiring others to create more ideas that will help improve their quality of life.

What were the business, marketing and objectives that lay behind the mobile case? Describe how the mobile campaign/entry was launched and implemented across each channel/platform. 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.


Mobile URL