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  • SUB CATEGORY :
    USE OF MOBILE MARKETING
  • COMPANY ENTERING :
    CHEIL PENGTAI BEIJING, BEIJING
  • TITLE :
    THE COST OF BULLYING
  • BRAND :
    SAMSUNG
  • ADVERTISER :
    SAMSUNG
  • AGENCY :
    CHEIL PENGTAI BEIJING, BEIJING/CHEIL HONG KONG, HONG KONG
  • CHIEF CREATIVE OFFICER :
    PAUL CHAN
  • EXECUTIVE CREATIVE DIRECTOR :
    KIMMY LIU
  • GROUP CREATIVE DIRECTOR :
    WILSON ANG
  • ASSOCIATE CREATIVE DIRECTOR :
    TIMOTHY TIAN
  • SENIOR ART DIRECTOR :
    EDMOND LEUNG
  • COPYWRITER :
    PAUL CHAN/WILSON ANG
  • GAME BD MANAGER :
    WEI DU
  • MULTIMEDIA :
    YINING YIN/MELODY ZHANG
  • ACCOUNT DIRECTOR :
    CHERRY LAN
  • MEDIA AGENCY :
    CHEIL PENGTAI BEIJING, BEIJING/CHEIL HONG KONG, HONG KONG
  • FILM PRODUCTION COMPANY :
    CHEIL PENGTAI BEIJING, BEIJING
  • CAMPAIGN SUMMARY :
    In China, online gaming has exploded. But so has bullying. Samsung wanted to tackle this toxic behaviour head on. When gamers bully, shouldn’t THEY pay the price? Working with one of the country’s biggest game developers, we linked the game’s ‘Abusive Language Detection System’ to the pricing database. Every time the system detected any sign of bullying, it raised the price. The message was loud and clear: There’s a cost to bullying. And now when gamers bully, they pay the price.
  • THE BRIEF :
    In China, online gaming has exploded. But so has bullying. 1-in-2 gamers have at some point been bullied when playing online. Samsung wanted to tackle this toxic behaviour head on.
  • THE STRATEGY :
    There’s a real cost to bullying. Which made us think: When gamers bully, shouldn’t THEY pay the price?
  • THE EXECUTION & CRAFT :
    THE COST OF BULLYING. When gamers bully, they pay the price. Working with one of the country’s biggest game developers, we hacked ‘Magic Quest’—the biggest game of the year. A key part of the game are in-game purchases—for weapons, armour and power-ups. We linked the game’s ‘Abusive Language Detection System’ to the pricing database. Every time the system detected any sign of bullying, it raised the price.
  • THE RESULT :
    The hacked game gave bullies a real wake-up call. During the two-week hijack, over one million bullies paid the price. With reports of in-game bullying falling by 40%. Making this China’s most successful anti-bullying drive to date. The message was loud and clear: There’s a cost to bullying. And now when gamers bully, they pay the price.
  • URL 1 :
    http://seeourfilm.com/costofbullying/