Why is this work relevant for Brand Experience & Activation?

One major pillar of QD Laser's business is providing aid to people with low vision. Through interviews with people in this demographic, we gained insight that informed our latest product. Not only is the product one that could greatly transform the lives of people with low vision, it also attracted the attention of investors and other companies, helping to maximize QD Laser's share price when the company was listed on the Tokyo Stock Exchange.

Background

Across the world, there are 250 million people with low vision, a condition defined by the World Health Organization as having an eyesight of less than 0.3 but greater than or equal to 0.05, even with the aid of correction tools. QD Laser is a company that developed Visirium, a low-level laser technology that projects images directly onto the retina. Using this technology, the company developed a glasses-like correction device for people with low vision. However, through interviews with the target demographic, the company realized that people with low vision do not necessarily seek to see clearly all the time. Based on this unexpected discovery, the company decided to develop a new device that better suited the needs of people with low vision.

Describe the creative idea (20% of vote)

The insight that QD Laser arrived at after interviewing people with low vision was that such people wish they could see clearly only when they want to remember the occasion. To meet this need, QD Laser developed the Retissa Super Capture, a camera that projects images seen through the viewfinder directly on the retina. They then developed a project—With My Eyes—involving people with low vision using the camera to take pictures of the clear scenes they could see with their own eyes.

Describe the strategy (20% of vote)

We deliberately created a device that can be attached to commercially available cameras so we can lower the retail price when we are ready to commercialize the product. We also developed a strategy designed to maximize media interest in hopes of catching the interest of people with low vision, investors, and large companies that that could provide QD Laser with funding or collaborative opportunities. Part of the strategy involved documenting the With My Eyes project and editing the footage into a short film to present to investors and companies.

Describe the execution (30% of vote)

QD Laser developed a viewfinder that incorporated Visirium and built it into a standard digital camera. This simple design allowed people with low vision to use it like an ordinary camera—switch it on, look through the viewfinder, and take a picture or film a video. Another feature of this camera is that visually abled people can also use it, allowing the visually abled and people with low vision to share the same camera. To increase the project's visibility, QD Laser also released a short movie documenting the project and invited the media to learn more.

List the results (30% of vote)

Without spending any money on advertising, QD Laser got to enjoy widespread media coverage and statements of support from numerous companies. Intermestic, which operates the international eyeglass store chain Zoff, decided to invest in the company. Airline company J-Air developed an in-flight proof-of-concept exercise involving the camera, while Sony and other companies strengthened their cooperative frameworks with QD Laser. Finally, on Feb. 5, 2021, QD Laser was listed on the Tokyo Stock Exchange in the Mothers index for startups. High expectations for the company's Visirium technology helped QD Laser maintain a high share price. The Retissa Super Capture camera is now on its way to becoming a commercial product. Meanwhile, the With My Eyes project continues to gather corporate support, with a follow-up project in the planning.