The One Show
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Category
Innovation / New Ideas in Design
Annual ID
OS25_DE147M
Background
Situation: In Spain, speech therapists are not covered by social security, leaving thousands unable to afford treatments. This affects over half a million Spaniards, isolating them due to the low self-confidence caused by speech pathologies.
Brief: Speech therapy has evolved minimally over the years. Samsung, through its Technology with Purpose program, aimed to break the barriers for over 100M people worldwide with speech disorders using technology via the Galaxy Watch.
Objective: Democratize speech therapy and modernize its techniques using everyday technologies. By creating a multifunctional app based on rhythm therapy—a proven technique that stimulates pace, a universal language we all understand from birth—this project aims to provide effective treatment accessible to all.
Budget: Local budget project targeting the Iberian market with global impact.
Project scale and volume: Currently, the app is available in Spanish and Portuguese, with plans to expand to five languages and markets.
Brief: Speech therapy has evolved minimally over the years. Samsung, through its Technology with Purpose program, aimed to break the barriers for over 100M people worldwide with speech disorders using technology via the Galaxy Watch.
Objective: Democratize speech therapy and modernize its techniques using everyday technologies. By creating a multifunctional app based on rhythm therapy—a proven technique that stimulates pace, a universal language we all understand from birth—this project aims to provide effective treatment accessible to all.
Budget: Local budget project targeting the Iberian market with global impact.
Project scale and volume: Currently, the app is available in Spanish and Portuguese, with plans to expand to five languages and markets.
Creative Idea
Impulse is a haptic speech therapy app designed for Galaxy Watch and Android devices to help people with speech disorders through rhythm therapy. Using an AI algorithm based on Natural Language Processing, the app translates words into rhythmic vibrations, providing invisible, inaudible assistance on the wrist. This helps synchronize the brain with the mouth, enhancing communication. The app includes Voice Assistance, an AI Speech Coach, and Rhythm & Tone exercises, which activate neural language impulses through subconscious tempo. Impulse empowers users, giving them confidence and autonomy in any situation, regardless of language.
Impulse functions are explained in detail below:
FUNCTION Nº1 > impulse your voice. It’s an intelligent metronome for fluent communication. This feature helps to power users' voices by beating on the wrist. 1º activate vocal assistance. 2º start speaking following vibrations.
FUNCTIONS Nº2 + Nº3 > impulse your rhythm + tone. Programs of exercises to work on pro-nun-ci-a-tion and expression!? Designed to help users improve speech timing and melody. Contains +250 different levels each to complete all the words by syllables or energic intonation. 1º listen to reference audio. 2º repeat it according to vibration frequency/intensity. 3º voice wave recognition evaluates performance.
FUNCTION Nº4 > impulse your speech. Personalized practices for public speaking This function helps users to prepare their own speeches through an AI coach. 1º upload or write the message to be communicated. 2º A.I translates it into a vibration pattern. 3º practice it with the desired tone and rhythm.
Impulse functions are explained in detail below:
FUNCTION Nº1 > impulse your voice. It’s an intelligent metronome for fluent communication. This feature helps to power users' voices by beating on the wrist. 1º activate vocal assistance. 2º start speaking following vibrations.
FUNCTIONS Nº2 + Nº3 > impulse your rhythm + tone. Programs of exercises to work on pro-nun-ci-a-tion and expression!? Designed to help users improve speech timing and melody. Contains +250 different levels each to complete all the words by syllables or energic intonation. 1º listen to reference audio. 2º repeat it according to vibration frequency/intensity. 3º voice wave recognition evaluates performance.
FUNCTION Nº4 > impulse your speech. Personalized practices for public speaking This function helps users to prepare their own speeches through an AI coach. 1º upload or write the message to be communicated. 2º A.I translates it into a vibration pattern. 3º practice it with the desired tone and rhythm.
Insights & Strategy
Impulse is a useful free app active and ready for download available on the Google Play and Galaxy Store, not just an advertising campaign.
A project that 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.
Different testimonials and videos on Social Media demonstrate how useful the app can be for different causes in multiple territories.
During 2025 the app will be ready in new markets to reach a larger audience in other countries.
A project that 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.
Different testimonials and videos on Social Media demonstrate how useful the app can be for different causes in multiple territories.
During 2025 the app will be ready in new markets to reach a larger audience in other countries.
Execution
Execution: Design elements and their integration: The design process started with defining four core functionalities and creating a flowchart. An interface with icons and colors was developed to facilitate usability. Specific branding based on Samsung's guidelines was applied to all touchpoints.
Design touchpoints: Key touchpoints include app stores (Google Play and Samsung Store) and communication materials (videos, prints, landing page).
Materials, style elements, design choices: Wireframes set up screen structures, content blocks, and interactions. A UI library with styles (colors and text), original icons, and reusable components was created, leading to the final high-fidelity design in Figma after UX testing.
Design development and process: The development involved extensive testing with users to ensure a seamless and intuitive experience.
Choice of campaign elements and approach: Communication materials and a landing page were created to showcase the app's effectiveness.
Scale: The app is accessible on mobile devices, tablets, and smartwatches, ensuring broad reach.
Design touchpoints: Key touchpoints include app stores (Google Play and Samsung Store) and communication materials (videos, prints, landing page).
Materials, style elements, design choices: Wireframes set up screen structures, content blocks, and interactions. A UI library with styles (colors and text), original icons, and reusable components was created, leading to the final high-fidelity design in Figma after UX testing.
Design development and process: The development involved extensive testing with users to ensure a seamless and intuitive experience.
Choice of campaign elements and approach: Communication materials and a landing page were created to showcase the app's effectiveness.
Scale: The app is accessible on mobile devices, tablets, and smartwatches, ensuring broad reach.
Results
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.
Availability: Impulse is a free app available on Google Play Store and Galaxy Store that offers help to users with speech disorders. The app provides accessible and easy-to-use support for everyone, users only need a smartwatch with Wear OS or an Android phone/tablet (v10 or higher) to start improving their communication with it.
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.
Availability: Impulse is a free app available on Google Play Store and Galaxy Store that offers help to users with speech disorders. The app provides accessible and easy-to-use support for everyone, users only need a smartwatch with Wear OS or an Android phone/tablet (v10 or higher) to start improving their communication with it.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Cheil Spain / Madrid
Client / Brand
Samsung Spain / Madrid
Production Company
Somos 5 / Madrid
Art Director
Aitor Carreira
Natalia Oltra
Copywriter
Adriana Hernandez
Julen Borge
Creative Director
Eduardo Vea Kaeating
Jaime Azurmendi
Executive Creative Director
Alejandro Di Trolio
Head of Design
Estanislao Bollain
Senior Art Director
Andrea Pissarro
Jessika De Freitas
Lorena Velazquez
Senior Copywriter
Andrea Hernando
Markel Otsoa de Etxaguen
Account Manager
Lucas Vilela
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