| Title | DYTECTIVE |
| Brand | SAMSUNG |
| Product/Service | DYTECTIVE FOR SAMSUNG |
| Category |
E03. Innovative Use of Technology |
|
Entrant
|
CHEIL WORLDWIDE Madrid, SPAIN
|
|
Idea Creation
|
CHEIL WORLDWIDE Madrid, SPAIN
|
|
Production
|
CHEIL WORLDWIDE Madrid, SPAIN
|
Credits
| Joaquin Espagnol |
CHEIL SPAIN SL |
Director General Creativo |
| Jose Vilar |
CHEIL SPAIN SL |
Creative Director |
| David Ricoy |
CHEIL SPAIN SL |
Creative Director |
| Cristina Alonso |
CHEIL SPAIN SL |
Redactora Supervisora Creativa |
| Diego Rodríguez |
CHEIL SPAIN SL |
Head of Art |
| Alfonso Fernández Iglesias |
Samsung Electronic Iberia |
Marketing Director |
| Mónica Sánchez |
Samsung Electronic Iberia |
Marketing Manager |
| Olga Rodríguez |
Samsung Electronic Iberia |
Marketing Specialist |
| Yann Baudoin |
CHEIL SPAIN SL |
Managing Director |
| José Ortiz |
CHEIL SPAIN SL |
Head of Campaign & Content |
| Estefanía García |
CHEIL SPAIN SL |
Account Manager |
The Campaign
Dyslexia is a learning difficulty in reading, writing and calculation which affects understanding. As an invisible disorder, it has no symptoms and is therefore very difficult to detect. If it is detected in time, learning can be improved.
We’ve launched Dytective for Samsung, the first app for early detection of the risk of dyslexia in children. It is free and can be accessed by anyone. It is an app which uses artificial intelligence and automatic learning algorithms, in combination with language games, to produce a percentage of children’s cognitive ability.
It features a number of carefully chosen exercises, adapted to each age range, which use character recognition to detect signs of dyslexia.
Detection of dyslexia can take months or even years. Dytective for Samsung enables clear signs of the problem to be detected in just 15 minutes, at no cost.
Creative Execution
Dytective for Samsung has been created from a sample of 10,000 participants and implemented in 100 schools and participating centres across 5 countries.
The app analyses more than 200 variables and warns of the risk of dyslexia with 89.5% accuracy.
The test can be taken on the web platform or by downloading the app on Google Play, Android APPS or Apple Store.
Its development has taken into account children’s play needs and integrated them into the artificial intelligence and other analysis tools used by the app. Colours and fonts have been carefully chosen to ensure that children can easily identify the characters, words and sentences.
The app was launched on 15 December 2016 and the results achieved after the first 3 months are clear to see. The aim in 2017 is to carry on promoting the app. In this initial phase it has been launched in Spain and extended to several Spanish-speaking countries such as Argentina, Colombia and Chile. The plan for the future is to translate it into several languages and extend its use worldwide