TOUCHABLE INK

Short List
TitleTOUCHABLE INK
BrandTHAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND
Product / ServiceTOUCHABLE INK
CategoryA02. Durable Consumer Goods
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
PR J. WALTER THOMPSON BANGKOK, THAILAND
Production THE FILM FACTORY Bangkok, THAILAND

Credits

Name Company Position
Matt Eastwood J.Walter Thompson New York Global Chief Creative Officer
Lo Sheung Yan J.Walter Thompson Shanghai Chairman, APAC Creative Council
Satit Jantawiwat J.Walter Thompson Bangkok Chief Creative Officer
Parattajariya Jalayanateja J.Walter Thompson Bangkok Managing Director
Supachai Toemtechatpong J.Walter Thompson Bangkok Creative Director
Nopharit Dusadeedumkoeng J.Walter Thompson Bangkok Associate Creative Director
Charnpanu Suchaxaya J.Walter Thompson Bangkok Art Director
Hansa Wongsiripitack J.Walter Thompson Bangkok SEA Director of Digital
Pakrudee Yongsuvimol J.Walter Thompson Bangkok Brand Team Leader
Bhasit Pattanapan J.Walter Thompson Bangkok Group Account Director
Ponpat Rachatamutha J.Walter Thompson Bangkok Project Manager
Prin Thanapisitikul J.Walter Thompson Bangkok Communication Planner
Pichet Rujivararat J.Walter Thompson Bangkok Graphic Designer
Ronnatouch Pomee J.Walter Thompson Bangkok Digital Technology Manager
Jiraporn Channawach J.Walter Thompson Bangkok Agency Producer
Panrutai Amattayakul J.Walter Thompson Bangkok Secretary to CCO
Nattianan Vanichchanant J.Walter Thompson Bangkok Head of PR
Pinjavee Rienmora J.Walter Thompson Bangkok PR Executive
Pen-ek Ratanaruang The Film Factory Ltd. Director
Rewat Vorarat The Film Factory Ltd. Executive Producer
Phuangphaka Rutimanon The Film Factory Ltd. Producer
Nittaya Tanprasitwat The Film Factory Ltd. Editor
Chankit Chamnivikaipong The Film Factory Ltd. Director of Photography
Arthur Lam The Post Bangkok Colorist
Chattawat Eaumkeb Wild At Heart Co., Ltd. Sound Designer
Kanin Upanun Wild At Heart Co., Ltd. Audio Engineer
Amornbhong Methakunvudh Wild At Heart Co., Ltd. Music Producer
Patthamon Pongchaiprasert Wild At Heart Co., Ltd. Music Arranger

The Campaign

Turn the normal laser printer to be braille-embossed printer and make the blind people be able to print braille documents by themselves and read at home with no limitation. To make this happen, Touchable Ink, the world-first printing ink invented exclusively for blind people is the real game changer.

Execution

Samsung, the Chemistry professor from Thammasat University and Thailand Association of the Blind are collaborating to research, develop and have come up with innovative solution called “Touchable Ink” by adding embossing powder to the laser printing ink through chemical process. The users just simply replace the Touchable Ink cartridge to the current one, change the selected document to braille font type, print out and heat it with normal household heating devices like microwave or hair dryer. This special link will dilate and give an embossed effect, just like it’s printed out from the braille embosser and allow the blind people to be able to read by their fingers. We are now at the beginning of the journey, working hard is still in progress but we never stop and aim to complete it to give the life opportunity to all blind people.

With full of ambition and passion, we have put all our investment into the R&D process than media investment ($0 spent on media). However, since the news has been firstly spread out, we have got a very positive attention and feedback with over 225 million impression $560,944 free PR value within the first week. People still keep mentioning about us, we thank you for all support and will continue to complete our highest goal. • $ 0 Media spend • $ 560,944 Free Pr Value • Over 225 Million Impression in 1st week

The Situation

In Thailand, the visually impaired have been usually perceived to be incompetent. In fact, they have their own strength and ability to do, learn and create many things by themselves. They just need little help. Touchable Ink unlocks their barrier and frees their visualization to be able to read. This is not just PR message. We do the work and let people talk about it. This will help change how people perceive blindness. Last but not least, this goodwill will also enhance the image of corporate brand.

The Strategy

Touchable Ink is just not a PR message! Samsung, as the leading company in Consumer Electronics & Innovation in the world, what we always do is to make things that can change the better living for people in the society under our belief “Accelerating discoveries and possibilities”. For this case, we would like to make change to the life of visually impaired people by unlocking their barrier and free their visualization to be able to read by themselves. We walk the talk, let the work PR itself and not try to find way to do.

Links

Supporting Webpage