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    Describe step by step how the mobile campaign was implemented including where, when and for how long. We developed Hearing Aide. A first-of-its-k… Read More
    Describe step by step how the mobile campaign was implemented including where, when and for how long. We developed Hearing Aide. A first-of-its-kind sound recognition smart phone / tablet app for the deaf. The app, which runs in the background, identifies the critical sounds that needs a deaf person's attention and alerts them through vibratory alerts, push notifications and flashing lights, thus making their life easier and safer. The app was first launched on Google Play for Android phones. 'Hearing Aide' was met with plenty of cheer from the deaf community during its launch. The app is strongly aligned to what The Singapore Association for the Deaf sets out to achieve: To assist the Deaf to achieve a better quality of life. With a low budget, we've created a tool which will have a positive impact on millions of lives worldwide. The app was downloaded many times. The app was featured on major news channels, newspapers, journals, blogs and technology portals.. After its media launch, Hearing Aide generated SGD $ 340,286 (AdvertisingValue Equivalent), SGD $ 1,096,052.70 (PR Value) and garnered 7,246,861 media impressions. The PR on various news and tech media channels has also put the spotlight on the needs of the Deaf community, while inspiring others to create more ideas that will help improve their quality of life. What were the business, marketing and objectives that lay behind the mobile case? Describe how the mobile campaign/entry was launched and implemented across each channel/platform. Insight: Deaf people are always at the disadvantage as they can't listen to critical sounds like sirens and alarms. Strategy: Make the life of deaf people safer and easier without asking them to make any change in their world. This approach makes it easier for them to adapt to the new solution. Idea: We decided to turn the smart phones and tablets of Deaf People into a warning device for critical life-saving sounds. Read Less
    Published:
HELPING BREAK THE SOUND BARRIER FOR THE DEAF COMMUNITY.
 
Deaf people are always at the disadvantage when it comes to hearing the important warning sounds like natural disaster sirens, fire alarms, sirens on emergency vehicles, etc.

Introducing HEARING AIDE. A first-of-its-kind app for the Deaf community. It recognises important sounds and warns deaf users through vibration, visual message and flashing lights. The app comes loaded with critical sounds and also lets users record and store sounds that they want to be alerted about.
 
How it works:
1. The app keeps runningin the background
2. It constantly listens to the user’s ambient sound
3. On detecting critical sounds, it alerts the user
 
How to customise an alert:
The app records and stores sounds the user wants to be alerted about
 
Results: HEARING AIDE was featured on major news channels, newspapers, journals, blogs and technology portals. It generated SGD 340,286 in Advertising Value Equivalent, SGD 1,096,052.70 in PR Value and 7,246,861 as media impressions.
Client: SADeaf
Agency: Grey Group Singapore
Chief Creative Officer: Ali Shabaz
Art Director: Avdhi Jain / Tan Giap How
Copywriter: Nrusingha Choudhury
Designer: Avdhi Jain / Sudhir Pasumarty
Interactive Team: Sudhir Pasumarty / Sandeep Bhardwaj