2016 Winners & Shortlists

The Brief

Most apps in the region are directories and games. This app thinks about the health of its user by using technology to provide a solution to a behavioral problem. Screens are an integral part of children’s lives. The problem is they hold it too close to their eyes. We need to make sure they watch responsibly. So, we created the Samsung Safety app. The app operates in the background. It uses facial recognition technology to calculate the optimal distance. When the screen is too close to the child’s eyes, the app will block the screen. It will only become unblocked when the child moves his face back to the appropriate distance.

Creative Execution

Samsung is a leading company in creating devices like tablets and mobiles. As a brand that prides itself on providing solutions through its technologies, it was fitting that Samsung used its technology in a way that could change this behavior.

Describe the success of the promotion with both client and consumer including some quantifiable results

The app changed behavior of kids and trained them to hold screens at an appropriate distance from their eyes.

Explain why the method of promotion was most relevant to the product or service

The app is a tool to ensure children don’t hold the screen too close to their eyes when they are watching content on handheld devices.