Samsung believe technology should be accessible for all so are creating assistive offerings including the QLED and Neo QLED television range. One key objective of the QLED television ranges is breaking down barriers for audiences with sense-oriented disabilities. Acknowledging that basic television features can prove challenging for the hard of hearing, the deaf, people with low vision, and the blind, they are working to ensure their best-in-class TVs are accessible for all.

They wanted their message to include citizen initiatives and to showcase themselves as putting corporate social responsibility as a priority, with a softer, human centric approach to storytelling.

A goal of the campaign was to generate a positive response to both the content and them as a brand. Turning audiences into public advocates with social sharing and engagement. They wanted the content to capture the audiences attention with an increased dwell time on their marketing communications.

Samsung believe technology should be accessible for all so are creating assistive offerings including the QLED and Neo QLED television range. One key objective of the QLED television ranges is breaking down barriers for audiences with sense-oriented disabilities. Acknowledging that basic television features can prove challenging for the hard of hearing, the deaf, people with low vision, and the blind, they are working to ensure their best-in-class TVs are accessible for all.

They wanted their message to include citizen initiatives and to showcase themselves as putting corporate social responsibility as a priority, with a softer, human centric approach to storytelling.

A goal of the campaign was to generate a positive response to both the content and them as a brand. Turning audiences into public advocates with social sharing and engagement. They wanted the content to capture the audiences attention with an increased dwell time on their marketing communications.

The website, ‘Signed with Love’ is a premium digital experience, highlighting Samsung’s accessibility ethos. 90% of websites do not offer full accessibility and we wanted to reach people with sense-oriented disabilities. We built separate user journeys to ensure we reached the wider community and met their requirements.

Audiences who are blind or have limited vision can have the story narrated to them using screen readers to navigate the site, the website is embedded with video content that adds additional accessibility, the story is signed as well as having subtitles and audio.

The website utilised a dynamic interplay of text, imagery, video, animation effects and audio that gave the story an engaging rhythm and provided elements of surprise. We deployed scroll-based interaction alongside video to direct our audience’s attention to the educational content on our site and built custom 3D modelled hands in various sign language poses to reiterate key messages.

Through examination of the reaction to the advertising campaign on social channels, we saw that the campaign delivered the positive response Samsung were looking for. 86% of the comments were coded as positive in terms of language. Respondents were impressed with both how inclusive the technology was and the clear benefit to those who were deaf and hard of hearing.

The campaign successfully converted audiences to either the Samsung site or as public advocates for the brand, creating over 5,200 clicks to the Samsung site and socials shares. Audiences publicly advocating the content showed how engaged they were with both the campaign and Samsung as a brand.

The ‘Signed with Love’ site’s two minutes average dwell time shows that the content captured the audience’s attention, and they were spending time engaging with the site and the story.