Category A09. Corporate Social Responsibility
Name Company Position
Joaquin Espagnol CHEIL SPAIN SL Director General Creativo
Jose Vilar CHEIL SPAIN SL Creative Director
David Ricoy CHEIL SPAIN SL Creative Director
Diego Rodríguez CHEIL SPAIN SL Head of Art
Cristina Alonso CHEIL SPAIN SL Redactora Supervisora Creativa
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

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. 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.

In the first three months following the launch, figures show that it has achieved a high level of engagement with the target audience. Measurement of the campaign has been carried out through APP FLYER and Syzmek. 80,344 downloads through APP Stores 127,229 visits to the microsite 36,899 PC TESTS 30,416 APP TESTS 67,315 TOTAL TESTS 6,024 CASES OF DYSLEXIA DETECTED MORE THAN 100,000 IMPRESSIONS IN MEDIA 97% POSITIVE COMMENTS

The primary strategy is to reach parents, teachers and schools so that they can implement use of this app in children’s first years of schooling. We are using digital media and social networks to make the campaign launch go viral and reach as many people as possible. To maximise the number of tests taken, we offer two options: a web version and the app itself, so as to avoid any discrimination in the use of devices and provide everyone with access to the detection of dyslexia.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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