Everyone knows that people who work in advertising are selfish and vain. So when the One Show came to us and told us that visitors to the One Show website were only watching their own case studies before voting, we weren’t surprised at all.

But we came up with a plan. We created a game that rewarded people who watched award entry case studies with gifts from the Gods of Advertising. The more people interacted with the work, the more chance they had of winning prizes such as a trip to Midtown Comics with Gerry Graf, a Kung Fu lesson with PJ Pereira, cocktails with Cindy Gallop, Karaoke with Jeff Benjamin, etc.

Lo and behold, engagement with the One Show site and the work exhibited therein increased significantly during the 4 week campaign.