We put together a miracle event where we developed an interactive sign language device for the mother. We first received voice donations from regular people through various participatory channels such as the company’s Facebook page, mobile app, and an audio recording system so as to restore her voice. We then found a sound engineer and an otolaryngologist to help provide vocal training and assist in finding and selecting one final contestant who had the most similar vocal and facial structure to the mother’s. After the selection we made the interactive sign language device. It restored the mother’s voice by recognizing sign language movements. We trained her in hand movements and developed a vocal library to match with the device’s motion sensing system.

The mother was then able to miraculously sing for the very first time on the day of her daughter’s birthday.

As for the creative, mobile user behavior was the top priority for each steps of creating videos. To capture the attention from mobile users, the video was edited to drive the emotional engagement within first 3 seconds. Sound and caption was also used in mobile-customized way to appeal more to mobile users who watched the video on Facebook with default sound off.

We separated campaign into three stages. First stage was pre-campaign to drive the awareness of this campaign to broad target like 18+ male & female. In this stage, to maximize the reach is the sub goal to drive awareness. Second was to drive real actions, or drive more voice donations from the candidates who helped to restore the mother’s voice in most similar way. The third stage of the campaign was to maximize the awareness and engagement of the final version of video.

The miracle and emotion brought about by approximately 10,017 users who contributed their voices spread all over the internet. A total of over 6.4 million unique reach have been recorded on Facebook alone, and the campaign has been covered on various broadcast channels and PR sites such as Fuji TV, PR Week, Campaign Asia, Branding in Asia, etc. With the impact of this campaign, ad recall increased to 109% and message association 13% according to Nielsen BrandEffect study result.

The most important news of all however is that we are now getting ready to commercialize this sign language device to help those with speech and hearing impediments communicate with their loved ones.

Throughout this campaign, AIA Life’s video has played more than 12M times with 89K Likes, 13,000 Shares and 8,000 cheering Comments during the campaign.