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SUB CATEGORY :
USE OF TECHNOLOGY FOR MOBILE
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COMPANY ENTERING :
CHEIL PENGTAI BEIJING, BEIJING
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TITLE :
THE COST OF BULLYING
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BRAND :
SAMSUNG
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ADVERTISER :
SAMSUNG
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AGENCY :
CHEIL PENGTAI BEIJING, BEIJING/CHEIL HONG KONG, HONG KONG
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CHIEF CREATIVE OFFICER :
PAUL CHAN
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EXECUTIVE CREATIVE DIRECTOR :
KIMMY LIU
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GROUP CREATIVE DIRECTOR :
WILSON ANG
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ASSOCIATE CREATIVE DIRECTOR :
TIMOTHY TIAN
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SENIOR ART DIRECTOR :
EDMOND LEUNG
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COPYWRITER :
PAUL CHAN/WILSON ANG
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GAME BD MANAGER :
WEI DU
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MULTIMEDIA :
YINING YIN/MELODY ZHANG
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ACCOUNT DIRECTOR :
CHERRY LAN
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MEDIA AGENCY :
CHEIL PENGTAI BEIJING, BEIJING/CHEIL HONG KONG, HONG KONG
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FILM PRODUCTION COMPANY :
CHEIL PENGTAI BEIJING, BEIJING
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ENGLISH CONTEXT EXPLANATION :
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.
THERE’S A REAL COST TO BULLYING. WHICH MADE US THINK:
WHEN GAMERS BULLY, SHOULDN’T THEY PAY THE PRICE?
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.
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.
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