Matthew Miller
Nov 24, 2014

Contest with unusual top prize 'guarantees' happiness

AUSTRALIA - A campaign for a charitable contest is making an unusual promise: Winners of the top prize, a week volunteering in a soup kitchen, will be happier than the second- and third-place winners who walk away with new televisions and vacation packages.

Client: Father Bob Maguire Foundation

Agency: Cummins and Partners

Market: Australia

Campaign scope: An online video (above) and website invite people to enter the 'Win happiness' contest, with prizes as described above. To enter, people must make a donation to the foundation, which feeds 1,000 people per week but would like to feed 10,000.

Press release quote: Father Bob Maguire: “Too often people try to get happier via the superficial things in life; the money you earn, the clothes you wear or the car that you drive. Although economically sound, I believe we, as a nation can find a deeper and longer lasting happiness via an alternative route. We want to prove to people that giving to others, that helping others out—is actually the best way to make yourself happier. This is well supported by both common sense and science.”

Comments: We like that the core concept has a scientific basis (Cummins and Partners CSO Adam Ferrier, who also goes by the moniker of consumer psychologist, refers to the campaign as an "experiment"). We hope to see the hypothesis proven correct.


ECD: Jim ingram
ECD: Ben Couzens
CSO: Adam Ferrier
Production: Gene Kingi
PR: Ingrid Nason


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