|Title||THE COST OF BULLYING|
|Product / Service||SAMSUNG|
|Category||D02. Use of Mobile & Devices|
|Entrant||CHEIL PENGTAI Beijing, CHINA|
|Idea Creation||CHEIL Hong Kong, HONG KONG|
|Media Placement||CHEIL PENGTAI Beijing, CHINA|
|PR||CHEIL PENGTAI Beijing, CHINA|
|PR 2||CHEIL Hong Kong, HONG KONG|
|Production||CHEIL PENGTAI Beijing, CHINA|
|Production 2||CHEIL Hong Kong, HONG KONG|
|Post Production||CHEIL PENGTAI Beijing, CHINA|
|Post Production 2||CHEIL Hong Kong, HONG KONG|
|Paul Chan||Cheil Hong Kong||CD / Copywriter|
|Kimmy Liu||Cheil PengTai Beijing||Creative Direction / Art Direction|
|Wilson Ang||Cheil Hong Kong||CD / Copywriter|
|Edmond Leung||Cheil Hong Kong||Art Direction|
|Timothy Tian||Cheil PengTai Beijing||Art Direction|
|Yining Yin||Cheil PengTai Beijing||Animation & Program Direction|
|Melody Zhang||Cheil PengTai Beijing||Animation & Program Direction|
|Larry Sun||Cheil PengTai Beijing||Account Direction|
|Cherry Lan||Cheil PengTai Beijing||Account Direction|
|DooYoung Jang||Cheil PengTai Beijing||Game Account Direction|
|Wei Du||Cheil PengTai Beijing||Game Account Direction|
‘The Cost of Bullying’ is a brand activation idea that surprised and engaged gamers through one of the biggest games of the year. To prevent in-game bullying, we hacked Magic Quest (the biggest game of the year and China’s equivalent to ‘World of Warcraft’) and made bullies pay for their actions, quite literally. The more gamers bullied, the more they paid. All in real-time. All within the game.
In China, online gaming has exploded. But so has bullying. 1-in-2 gamers have at some point been bullied when playing online. As an industry leader, Samsung wanted to tackle this toxic behaviour head on.
THE COST OF BULLYING. When gamers bully, they pay the price.
There’s a real cost to bullying. Which made us think: When gamers bully, shouldn’t THEY pay the price?
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.
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.