2016 Winners & Shortlists

SAMSUNG KALIMALOCK

Grand Prix

Case Film

Presentation Image

Client/BrandSAMSUNG GULF ELECTRONICS
Product/ServicePUBLIC AWARENESS
EntrantCHEIL MENA Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryDigital & Interactive Design
Entrant Company CHEIL MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL MENA Dubai, UNITED ARAB EMIRATES
Production Company KRDS Paris, FRANCE
Production Company 2 MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES

Brief Explanation

With over 200 nationalities in the GCC, English is often the language of choice in schools and at home. This has directly affected the ability of almost 70% of Arab children to read and write in their native language. KalimaLock (Kalima means ‘Word’ in English) was designed to improve the literacy skills of Arab children by encouraging them to learn Arabic on a daily basis and increase their exposure to their native language.

The Brief

Knowing how children today are so attached to their mobile devices, with most spending an average of 6 hours daily. Samsung, a global leader in Smartphones/Tablets, wanted to use this as an opportunity to improve their literacy skills – by creating a design solution that would be integrated seamlessly into a child’s daily experience of using a mobile device.

How the final design was conceived

It was the simple action of unlocking a mobile device that inspired the creation of KalimaLock. Through this mobile app, we were able to redesign the pattern of dots on Samsung’s native lock screen to create a new pattern of dots that formed an Arabic word. So now, by simply following a predefined pattern of dots, a child will be able to learn how to read and write a new Arabic word (randomly selected from a library of words), every time the device is unlocked. The idea behind using the lock screen as a learning tool was based on the insight that children use mobile devices because of its games/apps/videos. So we decided to use what they love as an incentive to encourage them to learn Arabic. KalimaLock was also designed to be easy for parents/teachers to set-up. All they had to do was activate the app, create a password pin and set the difficulty level. So even without supervision, parents/teachers are reassured that the child is constantly learning Arabic - as long as he/she is using the device.

Indication of how successful the outcome was in the market

Launched on Arabic Literacy Day, 8th January 2016, KalimaLock received widespread publicity from over 27 major press and online publications in the UAE, Kuwait, Oman and Qatar – generating a total of 12,132,528 impressions in just the first week. Although recently launched on Google Play Store and Galaxy Apps, KalimaLock has already gotten the attention of GEMS Education, the largest education provider in the region, who is looking to implement the app in all of its 44 schools, which will be used by over 104,000 students. At the same time, Samsung is currently in the process of launching an integrated digital and social awareness campaign to reach out to the public/parents – to educate and promote the use of KalimaLock not just in schools, but also at home.

Credits

Name Company Position
Omar Al Jabi Cheil MENA Executive Creative Director
Baher Raouf Cheil MENA Associate Creative Director
Mihailo Rsumovic Cheil MENA Digital Technologist
James Tan/Hussein Kaddaha Cheil MENA Senior Copywriter
Marcia Johnston/Hiba Mirza Cheil MENA English Copywriter
Amr Elkouedy/Jagal Gopinath Cheil MENA Digital Art Director
Santosh Singh Cheil MENA Creative Services Manager
Jun Sun Park Cheil MENA Group Account Director
Nitin Baweja Cheil MENA Account Director
Ghada Abraham Cheil MENA Account Manager
Liliane Abu Khalil Cheil MENA Technology Manager
Senna Hazem Cheil MENA Social Media Executive
Marco Vocale Samsung Gulf Electronics Vice President
Chokalingam Purushothaman Samsung Gulf Electronics Head of Marketing/IM (Smart Phone/Tablets
Rehan Haidri Samsung Gulf Electronics Manager - Brand Marketing
Thomas Guenoux KRDS Director
Remy Blechschmidt KRDS Technical Producer
Dev Vaswani Milkshake Media Milkshake Media
Daniel Tudano Milkshake Media Director/DOP
Wynand Ott Milkshake Media Editor