The Campaign

Before promoting Relúm?no for visually impaired people, we thought making sure other people properly know and have interests on visual impairment are the most crucial factors. In order to convey the true story of visual impairment, we chose movie to deliver the message and selected general yet special theme of ‘love between people with visual impairments.’ The best director, actors and actresses took part in and the movie was released free on online.

Execution

This movie was released free on YouTube and local channels of major countries in the world (Naver, Yuku, etc.). ‘Samsung Electronics Newsroom,’ Samsung Electronics’ global brand journalism channel, use its network to provide subtitles of the movie with 17 different languages. They also produced the ‘Barrier-Free’ version, which is a voiceover movie for visually impaired people. We also provided press release for the public and held a press preview. For overseas, we promoted the movie for people who are interested in K-Culture.

The movie recorded over 30 million views after just a month of release. Major domestic press companies introduce it to the public. The foreign countries that recorded the most views were Thailand (5.7 million view), Vietnam (5.3 million view) and Indonesia (4.9 million view). There were replies such as "heartwarming" and "it made me look people with visual impairment differently." Furthermore, there were three times more questions about Relúm?no app on the homepage and the app download counts was increased by 30%.

The Situation

This campaign had been initiated to raise awareness of visual aid app for visually impaired people, but its essence of presence is that it contributes to help people understand them better. Genuine stories of the visually impaired, which were translated into a movie, truly touched people’s heart. Viewers, exceeding 30 million, commented as this movie made them really concern about the visual impairment and mend their misperception. This film also attracted media to spread our message more broadly. We believe this campaign will remain as one of meaningful turning points to make our society better for visual impaired people.

The Strategy

Our focus was on not only the domestic but global market to make sure as many people as possible watch the movie. The story was based on the true story of visually impaired people and famous director, actors and actresses were casted. Relúm?no is the key medium for two main characters to know how they feel each other in the movie. But the direction on the device was very delicate to produce a well-made movie. In order for public audiences feel the contents as a movie work, we followed a general PR method of normal commercial movies.