Why is this work relevant for PR?

Interviewing people with low vision gave QD Laser a key insight into their lives, which led to the development of a new product that has the makings of a core business for the company. The company documented their journey before and after arriving at this insight and released it as a short movie, which captured the media's imagination. The subsequent media coverage helped QD Laser gain the attention of people with low vision, as well as investors and other companies. Interest in the project even helped maximize the company's share price when they were 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 PR strategy (30% of vote)

We defined the project as one where the technology of a startup company allowed people with low vision to see clearly for the first time—a simple, attractive concept designed to maximize media interest. In particular, we hoped to gain coverage in business and economic media in hopes of catching the attention of investors, as well as companies that could provide QD Laser with funding or collaborative opportunities. We also documented the With My Eyes project and edited the footage into a short film to present to investors and other companies.

Describe the PR execution (20% of vote)

We started With My Eyes on Dec. 21, 2020. We documented the project and edited the footage into a short film to attract media interest. On May 18, 2021, we began a follow-up project in which we invited people with low vision to fly on a plane and use the Retissa Super Capture to enjoy the scenery outside their windows.

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. Due to high expectations for the company's Visirium technology, the prices to sales ratio at listing was over 60x, making it one of the most successful first-time listings in Japan. The share price has since remained reliably high. 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.