Samsung: Samsung Memory Recaller

Credits & Description:

Brand: Samsung Galaxy
Advertiser: Thai Samsung Electronics Company Limited
Agency: Bbdo Bangkok, Bangkok
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Suthisak Sucharittanonta/Anuwat Nitipanont
Creative Director: Suthisak Sucharittanonta/Anuwat Nitipanont
Copywriter: Suthisak Sucharittanonta/Manamai Rodpetch/Peter Oh/Anuwat Nitipanont 
Art Director: Suthisak Sucharittanonta/Katkanan Boonyarungsrit/Anuwat Nitipanont 
Account Director: Tanyawan Wongapichart 
Account Executive: Umaporn Khiangbunkhrong 
Business Director: Arunee Rueangwattanaporn
Project Manager: Chanaphang Wutthithammakoon 
Film Production Company: Meour, Bangkok
Campaign Summary: Alzheimers Disease Is A Type Of Dementia That Causes Memory Loss And Is Still Incurable. As The Disease Progresses, It Eats Up The Patients Being. Taking Away Their World And All The Meanings In It—Taking Away Conversations, Daily Life, Events, And Connections Between The Patient And Loved Ones. Samsung, The Innovative Brand Wants To Develop Technologies To Help People Live Better Lives Created The “Memory Recaller,” An Innovation That Gives Meanings Back To An Alzheimer Patients Life. The Easy-To-Use Mobile Application Was Advised By Dementia Specialist Of Praram9 Hospital To Help Bring Patients Back From The Isolation Caused By Memory Lost.
The Brief: In Thailand, Mass Media Communication On Healthcare To Reach Patients And Create Positive Impact Is Limited And Restrictive. Samsung Had To Come Up With A New Way To Reach Alzheimers Patients And Really Create Positive Change Through Non-Traditional Media That Touches Patients Lives Directly. Alzheimers Disease Is A Type Of Dementia That Causes Memory Loss And Is Still Incurable. It Eats Up The Patients Being. Taking Away Their World And All The Meanings In It—Taking Away Conversations, Daily Life, And Connections Between The Patient And Loved Ones.
The Strategy: The Strategy Is To Provide An Innovation That Seamlessly Integrates Into Alzheimers Patients' Lives To Better Connect Them With Their Society. The Device Works With Patients On Its Own Without Requiring Extra Effort To Operate It. It Uses Technology To Best Imitate How Memory And Connection Are Recalled Instantaneously When We Encounter A Person. Using A Mobile Device And Facial Recognition Technology Allow Us To Provide A Tool That Works Independently With The Patient While Integrating The Patients Database Of Network At The Same Time. With This Innovation, We Exemplify Samsungs Belief That Innovation Can Help People Live Better.
The Execution: Memory Recaller, The Application That Utilising Facial Recognition To Recall Connections For People With Alzheimers. The Application Detects The Person Standing In Front Of The Patient By Utilizing Facial Recognition And Mobile Camera. It Then Informs The Patient Of Their Relationship And Name In Auto-Speech. Other Than Recognizing People For The Patient Through “Memory Recaller,” The Application Has An “Activity Recaller” Function Which Helps The Patient Keep Track Of Completed Activities To Help Eliminate Unnecessary Activity Repetition.
The Result: Although The Application Cannot Stop Alzheimers From Progressing, It Works To Improve The Quality Of Life Of Patients Living With The Disease. It Recalls The Meanings And Connections That Make Ones Life Meaningful And Give Patients A World They Can Hold On To. - Brought Quality Of Life Back To Patients With Thousands Of Downloads Within A Week Of Launching. - The Alzheimers Disease Association And Many Thai Hospitals Recommended This Application To Alzheimer Patients. - Lessen Isolation Felt By Patients After Application Usage. - Generated Earned Media In Leading Media Channel.