Brief Explanation

The “Look At Me” program is a free-to-download treatment app and the world’s first camera app designed to enhance social skills of children with autism. It is exclusive to Samsung mobile devices as the program was specifically designed to be used with their camera function. It positions Samsung mobile devices as tools that can help empower people in ways never seen before.

The Brief

Millions of children with autism struggle to make eye contact and communicate with others. They have poor social skills and hence, are unable to develop meaningful relationships. In South Korea, treatments are expensive and medical resources are limited. The families of these children are ashamed about them and tend to hide their disorder from the public. As a result, many children miss treatment at an early age.

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

Clinical test results showed that 60% of the children made better eye contact and 40% showed improvement in expressing themselves emotionally. The free app was first launched in South Korea and Canada, and then globally on 22 December 2014. Within a week, it quickly became one of the most downloaded apps in the “Education” category. It ranked third in the UK, fourth in the US and fifth in Brazil (as of 30 December). The number of downloads and media coverage have been increasing dramatically.

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

Studies show that children with autism like to interact with digital devices. So we developed the world’s first interactive camera app to help them improve social skills. Using Samsung smart devices, we developed a fun and easy-to-use app to help children with autism interact with people. In collaboration with doctors, professors and app developers, seven missions were created to train the children to make better eye contact and improve their communication skills.