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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:
Situation: Over 100 million people worldwide suffer from speech disorders. Historically, solutions have been limited to expensive speech therapist treatments, isolating affected individuals in the workplace and society due to their communication difficulties.

Problem:How can we use technology to boost a discipline that has been applying the same methods for decades, making a minority treatment accessible to many more people and bringing it from the doctor's office to the real world?

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

Creative Idea: Impulse is a haptic speech therapy 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 in their daily communication with confidence and autonomy.

Tech & personal devices in H&W: Impulse represents a major breakthrough in wellbeing. This sophisticated innovation allows speech therapy to go beyond the walls of the specialist’s office, improving patients' lives through Smartwatch & Mobile devices available globally on a platform used by 3 billion people daily. Impulse combines simple haptic feedback from the Galaxy Watch with an AI algorithm to improve fluency through wrist vibrations.

Using Apache Open NLP, an Artificial Intelligence library for Natural Language Processing, it enables intelligent and automated linguistic decoding of syllables, converting them into beats via the watch's vibrometer. This vibrometer functions as an analogue metronome, creating subconscious beats in the brain that activate the neural impulses of language, improving speaking fluency.

An "invisible coach" complements traditional medical practices, significantly reducing costs and shortening treatment times. This technology provides an alternative medical solution for an often ignored audience, as speech therapists are not covered by Social Security.

Implementation: The execution of the idea was developed in 5 phases:

Development: Creation of Impulse, an AI app with a haptic metronome that translates words into rhythmic vibrations.

Testing: Evaluation for over 6 months with users with different speech pathologies, receiving a user rating of 4.5/5. Approval and Launch: Approved by the 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 after its launch in March.

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