#BETHEIREYES

Title#BETHEIREYES
ClientSAMSUNG
Product / ServiceCSR
CategoryB03. Social for Mobile
EntrantCHEIL HONG KONG, HONG KONG
Idea Creation CHEIL HONG KONG, HONG KONG
Production CHEIL HONG KONG, HONG KONG

The Campaign

#BeTheirEyes is a mobile idea that translates social photos into printed braille—to help more people see, one snap at a time. Since the Hong Kong skyline is one of the most photographed sights in the city, we simply asked people to share their Instagram shots using the hashtag #BeTheirEyes—with a short description of what they see. Then together with Hong Kong Blind Union, we translated these descriptions into printed braille stickers. And placed them back in situ to the visual stories being told—creating unique touchpoints all over Hong Kong, specially tailored for visually impaired people to feel, explore and experience. So for the first time, everyone could see what we see. Since 80% of all visual impairment can be treated, Samsung also donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term.

Creative Execution

To reach out to the public, we promoted the campaign with everything from press ads and posters to radio spots and even location-based SMS push notifications. We also invited local celebrities (including movie star, Louis Koo) to help us spread the word. A giant call-to-action was also placed on Samsung’s iconic LED signage in Wan Chai—the biggest LED signage in Hong Kong—so that people on both sides of the harbour could be reached for maximum awareness.

Hong Kong embraced the project—with celebrities and the media helping us spread the word. The PR effect grew very quickly. #BeTheirEyes was hailed by the visually impaired community. Braille stickers started at just four touchpoints—but through demand, were quickly extended to over a dozen touchpoints across Hong Kong. Best of all: since 80% of all visual impairment can be treated, Samsung donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term. For this campaign, it wasn’t about communicating product features or achieving sales. It was about helping the 200,000 visually impaired people of Hong Kong—and demonstrating how Samsung’s thinking and technology can enhance their lives for the better. With this in mind, the emotional responses generated helped build brand affinity and differentiation more than any increase in sales or market share ever could.

Our strategy was to use mobile and social technology to help the blind community appreciate the remarkable beauty of their home city. People are already taking pictures, writing captions and sharing them on social media. So we invited the public to contribute by simply doing what they’re already doing. The only additional thing they had to do was add the hashtag #BeTheirEyes. The low barrier to entry (i.e. snapping a photo and writing a description) made it easy for citizens to get involved, while the social media aspect (i.e. tagging the pictures with #BeTheirEyes) generated greater awareness.

Credits

Name Company Position
Paul Chan Cheil HK Executive Creative Director
Paul Chan Cheil HK Executive Creative Director
Lili Jiang Cheil HK Creative Director
Lili Jiang Cheil HK Creative Director
Fung Chan Cheil HK Associate Creative Director
Ivan Au Cheil HK Associate Creative Director
Toby Hong Cheil HK Art Director
Vincent Siu Cheil HK Business Director
Michael Chan Cheil HK Account Director
Matthew Lee Cheil HK Account Manager
Catrina Lam Cheil HK Account Executive
Links
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