IPA Effectiveness Awards 2006: Silver Award - Best Small Budget

Monopoly Here & Now
Campaign title: Monopoly Live
Client: Hasbro UK
Agencies DDB London; Tribal DDB
Authors: Georgina Murray-Burton, DDB London; Matt Dyke, Tribal DDB;
Tristram Harrison, DDB Matrix
Contributing Authors: Les Binet, DDB Matrix; Sarah Carter, DDB London;
Alex Ebdon, OMD UK; Matt Law, Tribal DDB
Media used: TV, outdoor, interactive, PR, radio

IN A NUTSHELL: A radically different media idea resulted in a massive £1 million sales uplift, and a return far exceeding the initial investment.

SUMMARY: This paper shows how one of the oldest board games in the world re-captured the hearts of a nation, and re-ignited the British public's passion for competing against one another to make money. There has been much talk heralding a new era in communications. This talk centres on the need to move on from interrupting people's lives with advertising that they passively and unwillingly receive, to a new model where people willingly and actively engage with brand communications. This different media idea has resulted in a massive £1.5 million sales uplift, a return far exceeding the initial investment by Hasbro, and has opened their eyes to new global business opportunities.

judge'S COMMENT: The Monopoly paper is a wonderful story and a great example of how a brave, new idea can make a small budget go a long way. It has also opened up new avenues for future development and left a platform for future products.

- Alison Littley, former global marketing procurement director, Diageo.

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