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Entrant: Cheil Spain, Spain
Brand: Samsung
Title: "Impulse"
Corporate Name of Client: Samsung Electronics Iberia
Client Company: Samsung, Madrid
Chief Marketing Officer: Alfonso Fernández
Client Marketing Director: Elena Fernández
Agency: Cheil Spain, Madrid
Agency Chief Executive Officer: Kelly Kim
Executive Creative Director: Alejandro Di Trolio
Creative Directors: Jaime Azurmendi/Eduardo Vea Keating
Creative Director - Art: Jaime Azurmendi
Creative Director - Copy: Eduardo Vea Keating
Senior Copywriters: Markel Otsoa de Etxaguen/Andrea Hernando
Copywriters: Adriana Hernández/Julen Borge/Jana Nuñez
Senior Art Directors: Jessika De Freitas/Lorena Velázquez/Andrea Pissarro
Art Directors: Natalia Otra/Aitor Carreira/Myriam Cuervo
Art Supervisor: Estanislao Bollain
Agency Producers: Alberto Sanchez/Maria Jimenez
Agency Editors: Jose Luis Mancilla/Miriam Perez/Jesus Davila
Agency Group Account Director: Fabio Puglia
Agency Senior Account Director: Lucas Vilela
Agency Account Director: Claudio Segundo
Agency Account Team: Irini Sfirakis
Digital Company: Acid Tango, Spain
Digital Technical Developer: Juan F. Nogueras
Digital Designer: Juan Gutierrez
Production Company: Somos5, Spain
Director: Alfredo Lobo

Description:
Context: In Spain, up to 1% of the population has speech-related problems. The treatment is not covered by social security, and each session costs around 50€, making it unaffordable for many.

Even families with resources face issues due to long waiting lists in private healthcare.

Problem: How can we use technology to modernize a discipline that has been stagnant for decades, making a niche treatment accessible to many more people and integrating it into everyday life?

Objective: Democratize speech therapy using a device as popular as the Samsung Galaxy Watch, helping to streamline waiting lists and speed up treatment for speech difficulties.

Creative Idea: Impulse is a haptic speech therapy designed to help people with speech disorders. This AI application for Galaxy Watch and Android devices uses a Natural Language Processing algorithm to translate words into rhythmic vibrations.

This invisible and inaudible support on the wrist helps synchronize the brain with the mouth, facilitating communication. The app provides voice assistance, an AI speech coach, and rhythm and tone exercises, helping users communicate with confidence and autonomy.

Innovation in H&W: Samsung's innovative approach in health and wellness leverages cutting-edge technology to address the global challenge of unaffordable speech therapy.

The app uses Apache Open NLP, an Artificial Intelligence library used for Natural Language Processing, allows intelligent and automated linguistic decoding of syllables by converting them into beats via the watch's vibrometer.

It converts the latter into an analogue metronome, creating a subconscious beats in the brain that activates the neural impulses of language, improving speaking fluency.

This way the Impulse technology becomes an alternative medical solution targeting an ignored audience, as speech therapists are not covered by Social Security. Voice assistance, AI speech coach, Rhythm and Tone exercise programmes… all the features of this multi-functional tool are based on "rhythm therapy", a proven logopaedic treatment that stimulates this universal language that we all understand from birth with a compass.

The app also features sophisticated voice wave recognition technology that evaluates the user's performance in real time and stores the data for further analysis with the specialist.

Execution: The idea was implemented in 5 phases: Development: Creation of Impulse, an AI app with a haptic metronome that translates words into rhythmic vibrations.

Testing: Evaluation over 6 months with users with different speech pathologies, receiving a user rating of 4.5/5. Approval and Launch: Approved by medical organizations and launched on Google Play and Galaxy Store.

Dissemination: Launch of three testimonial videos showing the app’s effectiveness.

Expansion: Availability in multiple languages and adoption by speech therapists in various countries.

Results: Endorsements: from the "Asociación de Logopedas de España" and the “Sociedade Portuguesa de Terapia da Fala”. Rating: User rating of 4.5/5. Professional Use: Over 100 speech therapy professionals in Spain and Portugal are using Impulse.

Media Coverage: Extensive national and international media coverage since its launch in March.

Social Media: Positive response from patients and therapists on social media