Gold
Health & Wellness
Innovation
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:
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