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Category
Gaming / Computer & Console
Annual ID
OS22_IN063M
About the Work
BACKGROUND:
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.
INSIGHT:
There’s a real cost to bullying.
Which made us think:
When gamers bully, shouldn’t THEY pay the price?
IDEA:
THE COST OF BULLYING. When gamers bully, they pay the price.
EXECUTION:
Working with one of the country’s biggest game developers, we hacked ‘Magic Quest’—the biggest game of the year and China’s equivalent to ‘World of Warcraft’.
A key part of the game are in-game purchases—for weapons, armour and power-ups.
So we made bullies pay for their actions, quite literally.
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.
So the more gamers bullied, the more they paid.
All in real-time. All within the game.
RESULTS:
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.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cheil PengTai / Beijing
Cheil / Hong Kong
Copywriter
Paul Chan
Wilson Ang
Chief Creative Officer
Paul Chan
Creative Director
Timothy Tian
Executive Creative Director
Kimmy Liu
Group Creative Director
Wilson Ang
Account Director
Cherry Lan
Multimedia
Melody Zhang
Yining Yin
Senior Art Director
Edmond Leung
Business VP
Larry Sun
Game BD Manager
Wei Du
Game Operation Group Leader
DooYoung Jang
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