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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: Spain has one of the most comprehensive public healthcare systems in the world, but in 2024, speech pathologies such as stuttering are still not covered by the government.

This makes accessing treatment expensive and limited to a few, while almost 500K Spaniards suffer in silence without treatment, unable to lead a full life.

Problem: How can technology make speech therapy more accessible to a wider audience and seamlessly integrate it into daily life?

Objective: Develop a technological solution using popular devices such as the Samsung Galaxy Watch to digitally assist patients, thereby reducing waiting lists and improving 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.

Innovative Use of Digital Impulse is a pioneering digital health innovation that transforms global speech therapy beyond clinical settings using Samsung devices.

Leveraging haptic feedback and advanced AI, Impulse introduces an internal metronome for users with speech disorders. Positioned as an invisible speech therapist on the wrist, Impulse uses Apache Open NLP—an AI library for Natural Language Processing—to decode syllables into beats via the watch's vibrometer.

This process creates an analogue metronome effect, stimulating neural impulses in the brain to enhance speaking fluency. By digitizing rhythm therapy, Impulse aims to democratize access to fluency-improving treatments, ensuring universal accessibility through Galaxy Watch's technology.

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.