2018 Brand Experience & Activation


Short List
Category A13. Not-for-profit / Charity / Governemt
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Name Company Position
Stéphane Xiberras BETC CCO
David Campese, Bao Tu Ngoc, Tiampa Bamrounsavath, Pierre Jungers BETC Creative team
Bao Tu NGoc BETC Lead producer
Boris Le-Berre BETC Tech consultant
Marion Lopez BETC E-sport consultant
Christophe Caurret BETC Music Creative Director
Catherine Emprin, Quentin Derviso BETC Agency Management
Ann Avril, Christine Chevalier, Hubert Chaminade Unicef Brand Management

Why is this work relevant for Brand Experience & Activation ?

UNICEF Game Chaingers is the 1st fundraising project through crypto currencies mining. Simply give some of your computer power and the software will generate crypto funds to help Syrian children through the UNICEF children’s programme. In other words: donate without giving any actual money.


UNICEF is having a hard time reaching new audiences, especially younger ones as 72% of donors are 50 years old or older. The brief was a simple question of reaching a broader audience, with a $10K+ funds objective.

Describe the creative idea

The demand for humanitarian aid funding increases worldwide daily. There are more and more calls for donations. So what if donating without giving money became possible ? Introducing Game Chaingers, the first fundraiser that works by mining a cryptocurrency. With this platform, we invented a free donation mechanism which generates money just by having a computer’s graphic card running.   With Game Chaingers,  we decided to ask the 711 million PC gamers around the world to mine, when they are not using their computers, for the benefit of the Syrian children Help Program.   Game Chaingers is a technological innovation: we aggregate the computing power of every single computer of participants to mine Ethereum, the world’s 2nd largest cryptocurrency. In a fully transparent process thanks to the blockchain, where every Ethereum transaction can be viewed publicly and in real-time.

Describe the strategy

Our strategy was to mobilize the eSports community which holds largest number of graphics cards. It also a geek community able to explain the innovation to their audience.   To relay massively the operation we worked with  major eSports influencers to bring the message to the largest game communities : Starcraft 2, Counter Strike and League of Legend.   Once the partnership with the influencers was official, we counted on the snowball effect to reach the tech and mainstream media.

Describe the execution

The https://chaingers.io website has been thought and designed for gamers, by gamers. It allows gamers to : • Discover the operation • Download the mining software • Follow in real-time the statistics (funds raised and personal contributions)   Two clicks are what you needed to get started to help UNICEF. To the website we added a 24/7 support team on Discord where gamers can get additional information and technical support. 50 esports influencers were ambassadors of the operation on Twitch, Twitter and Facebook.

List the results

Very quickly, gamers took over the project on social networks, followed by video games, tech, and mainstream media. Over 300 publications and articles were relayed worldwide in 40 languages. In 2 months : • Media coverage generated over 2,7 billion impressions. • Earned Media 9.8 M USD • We aggregated the computing power more than 12,000 computers worldwide which raised more than 33,000 USD In light of the very promising results, the campaign has been reprogrammed for next year with Unicef But also with other organisations such as WWF, Action against Hunger and Amnesty international.