HOW TO HELP BLINDS USE SMART PHONE MORE DIGITALLY?

Short List
TitleHOW TO HELP BLINDS USE SMART PHONE MORE DIGITALLY?
BrandALIBABA.CO
Product / ServiceSMART TOUCH
CategoryD02. Use of Mobile & Devices
EntrantALIBABA Hangzhou, CHINA
Idea Creation mcgarrybowen Shanghai, CHINA
Production ALIBABA Hangzhou, CHINA

Credits

Name Company Position
Danny Li mcgarrybowen ECD
Kathy He mcgarrybowen Creative Director
Evelyn Tan mcgarrybowen Senior Copy Writer
Raylene Ren mcgarrybowen Senior Art Director
CC Chen mcgarrybowen Senior Art Director

Why is this work relevant for Brand Experience & Activation ?

Alibaba as a global e-commerce company possess over 30 apps which enable people in China even the world to live a life more digitally and conveniently. As a great company it takes the responsibility to help everyone include the blind to use smart phone more easily and get them involved smoothly into into the digital world. So we proposed an idea which can help upgrade the experience of the blind when they use their smart phones. In this way, this special group of people are able to have better experience with the brand.

Background

Challenge Now in current smart phone, blind mode is mainly based on Siri and voice input. The whole process is hard to blind people. In China, there are about 14 million blind people, the smart phone designed for blind is very expensive to almost of them. Brief We want to design a product in low cost to make blind people can be faster and smarter when they are using smart phone. Objectives Our objectives is help every blind has a better brand experience when using our product.

Describe the creative idea (20% of vote)

Idea We design a smart phone film with 6 points. We call it Smart Touch. User can start the phone quickly by the 6 points. Alibaba and Tsinghua University Damo Academy developed the product just cost less than 10 CNY. Then we base on the 6 points writing of Braille to create the core idea, make the Smart Touch be the world’s first mobile phone film specially for the blind. We according that urgent need in blind people’s reality, choose total 13 APPs and smart phone functions, which to make their daily life faster, smarter, and more user-friendly when they are using smart phone.

Describe the strategy (20% of vote)

Target audience Every blind person. Make them don't have to pay for expensive smart phone with Siri. Using a simply piece of thin film, they are able to use their phone more conveniently.

Describe the execution (30% of vote)

Implementation We design a smart phone film with 6 points. We call it Smart Touch. User can start the phone quickly by the 6 points. Alibaba and Tsinghua University Damo Academy developed the product just cost less than 10 CNY. Then we base on the 6 points writing of Braille to create the core idea, make the Smart Touch be the world’s first mobile phone film specially for the blind. We according that urgent need in blind people’s reality, choose total 13 APPs and smart phone functions, which to make their daily life faster, smarter, and more user-friendly when they are using smart phone. Timeline From 2018.11-2019.04 Placement We sell it on Tao Bao with nearly zero cost for the blind and also developed off-line stores for blind consumers to take the experience directly.

List the results (30% of vote)

This work is reported by hundreds of media in and out of China. Make every consumer in China take Alibaba as a company which not only focus on e-commerce for normal people but pay lots of attention to take the responsibility of a giant Internet Company.

Links

Application URL