Insights / Strategic Thinking

100 Day Challenge

McCann Australia

Victorian Responsible Gambling Foundation

100 Day Challenge

CAMPAIGN SUMMARY
Due to the stigma associated with gambling addiction, less than 10% of problem gamblers ever seek help. Our objectives were simple: increase awareness and participation rates in treatment programs.
 
The ugly truth is that the wider community and problem gamblers themselves see gambling not as an addition but rather a weakness of character. It quickly dawned on us that while advertising could raise awareness, it could only go so far in helping problem gamblers feel empowered to actually seek help.
 
Therefore, rather than create advertising, we worked with clinical psychologists to create a whole new kind of treatment program that was inherently public and social: the 100-Day Challenge. We then promoted the program by showing the journey of four real gambling addicts as they undertook treatment, in real time, warts and all.
 
The Results.
 
Firstly, we shifted awareness of treatment programs from 10% to 56%, well exceeding the target of 25%.
 
Secondly, we were able to increase the number of problem gamblers formally seeking help from 10% to 20%, again exceeding our target of 15%.
 
Lastly, only 10% of Victoria’s problem gamblers had participated in any form of treatment program. By the end of the campaign, 10% of Victoria’s problem gamblers had signed on to the 100-Day Challenge alone, effectively doubling treatment participation in the State. Our target was a modest 1%.
 
By creating a treatment program for gambling that was inherently public and social, we were able to drag gambling addiction out of the shadows and into the light.

NetEase - Your Thinking DNA

BBDO and Proximity China

NetEase

NetEase

CAMPAIGN SUMMARY
Online news in China is stagnant. Portals are restricted to running government approved stories from official sources, while strict government controls make pushing the envelope difficult and risky.

This runs counter to the desires of an increasingly discerning audience, in particular the post 80s generation (ages 24 to 33), which is more curious, independent-minded, and certainly more critical of what they read on the news.
 
NetEase (an independent on-line news provider) wanted to engage this outspoken group, while also remaining within the bounds of the country's strict media controls. Doing so would allow it to steal readership from the dominant government-owned news outlets and large Web portals which also send news feeds to their users.

In the resulting “Your Thinking DNA” campaign, NetEase boldly positioned itself not merely as another reporter of news, but as a champion of people’s views, where visitors can find a wide variety of viewpoints and express their own opinions.
 
The campaign, which dared Chinese readers to “think more” and “don’t follow blindly,” helped position NetEase as a much-needed, fresh alternative for online news.
 
By the end of the campaign, NetEase portal’s monthly readership share had grown by 10% (largely at the expense of state-owned portals which shrank -7%), whereas NetEase’s news app surged 136% to become #1 in the marketplace. On the back of these gains, ad revenues surged ten-fold to help drive total income by +29% (the highest growth in the industry).