|Category||A09. Corporate Social Responsibility|
|Product/Service||DYTECTIVE FOR SAMSUNG|
|Entrant||CHEIL WORLDWIDE Madrid, SPAIN|
|Idea Creation||CHEIL WORLDWIDE Madrid, SPAIN|
|Production||CHEIL WORLDWIDE Madrid, SPAIN|
|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 CampaignWe’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 ExecutionDytective 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.
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