Samsung Spain
Client: Samsung Spain
Product: Galaxy Watch
Title: Impulse
Media: App, website, film, social media, digital platforms
Country: Spain
Date Of Campaign: March 2024
Background: In Spain, speech therapists are not covered by social security, so thousands of people cannot afford treatment.Samsung wanted an accessible and free technological solution to give voice to the thoughts of 100M people with speech disorders, including those resulting from Alzheimer's, stroke, dementia, ALS, stuttering...Historically, all these causes had been dealt with independently. After a thorough investigation, we discovered that there was a common treatment for all of them: rhythm.More specifically, rhythm therapy, a proven speech therapy technique stimulates pace, a universal language we all understand from birth. By using an analog metronome, a subconscious beat is created in the brain to improve linguistic fluency.
Idea: Impulse is an A.I app for Galaxy Watch and Android tab & mobile devices that helps people with speech disorders, 1% of the world's population. Through an algorithm based on Natural Language Processing, it analyzes and translates words into rhythmic vibrations allowing users to have an invisible and inaudible haptic assistant on their wrist, which helps to synchronize brain with speech.This multi-functional app helps users in different situations through voice assistance, AI speech coach and Rhythm & Tone exercises. Features that intelligently decode human language into syllables which in turn are converted into rhythms via the watch's vibrometer.After in-depth data analysis, an algorithm based on Apache Open NLP, an Artificial Intelligence library used for Natural Language Processing, allows the user to communicate fluently and naturally by sending a subconscious tempo that activates the neural impulses of language.
Results: To date, the results are promising. After more than 6 months of testing and development in Spain, Portugal, Ghana, USA and United Arab Emirates, the feedback has been more than positive from patients, physicians and therapists. Their testimonials and rating of 4.5/5 demonstrate that Impulse is a useful treatment that will have a remarkable impact and be of great value to the speech therapy, phoniatrics and audiology disciplines.So much so that it received the endorsement of the Spanish Society of Neurologists and the Portuguese Society of Speech Therapy.After launching the free app in the Iberian market at the end of March on download platforms, downloads began both in Google Play and Galaxy Store and the news conversation started. The main national and international media echoed, both generalist and specialized in marketing & advertising. In addition, members of the community, health professionals and Spanish and Portuguese associations of language disorders helped to spread the news on social networks.Impulse continues the work done by Samsung in its Technology with Purpose campaign. For over a decade, the brand has worked on more than 30 projects with an investment of +€25M to help and improve people's lives through technology and innovation.
