Brand Experience and Activation > Culture & Context

AUDIO CHORDS

CHEIL WORLDWIDE, Sao Paulo / SAMSUNG / 2019

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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

Audio Chords is an app developed in a platform 100% blind friendly; the experience design was based on a voice assistive technology to allow visually impaired people learning to play guitar by themselves, without the need for braille or a teacher, for the first time. Audio Chords led the visually impaired people to increase their affinity with the brand through an experience specially designed for them. And it also increased the affinity of the society towards the brand because people recognized that the brand's technology also makes other people's lives better.

Background

Samsung wanted to expand its Corporate Social Responsibility initiatives through a project addressing visually impaired people. The objective was to promote a better quality of life and accessibility through technology. The initiative should reinforce the brand proposal: Do What You Can't.

To play an instrument a visually impaired need to know braille and in the world, only 7% of the visually impaired people know it. Once music is a powerful social integration tool, the challenge was to make easier for the visually impaired people to learn music.

How Samsung technology could break this barrier and change visually impaired people lives?

Describe the creative idea

Before learning to play guitar, a visually impaired needs to know braille. And for those who know braille, there is still a challenge: to read the score and play the guitar at the same time. Audio Chords is the first voice assistive technology app developed for the visually impaired people learn to play guitar without the need for braille. A voice guide dictates the chord at the exact moment it needs to be played. For beginners were developed an audio dictionary which teaches to play the chords. Audio Chords can be accessed in a 100% blind friendly platform, from anywhere.

Describe the strategy

On a global level, Samsung’s innovation is about helping people make meaningful progress in their everyday lives. As times goes on, the real innovation is becoming less about physical products and much more about what you can do to democratize life quality.

So the creative product from this brief should beneficiate the visually impaired people community, but it also should have an impact on society.

To achieve these results we started developing the voice assistive technology app and then we have launched it in an event for the press. This strategy helped us achieve a massive awareness of this Corporate Social Responsibility initiative.

Describe the execution

JAN - APR | Phase one: Platform development

_App/Platform development (100% blind friendly)

_Chord dictionary development

MAY - JUL | Phase two: soft launch and improvements of methodology

_Soft launch

_14 audio chords songs

AGO | Phase three: official launch

_Official Launch

_More 36 audio chord songs, totalizing 50 audio chord songs

_New audio classes

_Concert with visually impaired that learned to play guitar with Audio Chord in a Samsung Connect event (The Samsung music platform that present new bands to the public)

_Concert with visually impaired that learned to play guitar with Audio Chord to the press

List the results

+ 21MM Engagements

+ 99 MM Impressions

+ 5K downloads with 4.9 rating on Playstore: that means thousands of visually impaired people learning to play guitar easily without the need for braille, being able to keep both hands on the guitar for the first time.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Before learning to play guitar, a visually impaired needs to know braille. And for those who know braille, there is still a challenge: to read the score and play the guitar at the same time. Audio Chords was developed specifically for the people with visual impairment community, turning the learning process of playing guitar easier and eliminating the necessity of taking the hands off the instrument to read the chords. Audio Chords is the first voice assistive technology app developed for the visually impaired people learn to play guitar without the need for braille.

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