Monopoly Live (2006)
Best Small Budget
Campaign: Monopoly Live
Brand: Monopoly Here & Now
Client: Hasbro UK
Agencies: DDB London and Tribal DDB
Authors:
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 £1½m sales uplift, and a return far exceeding the initial investment by Hasbro, and has opened their eyes to new global business opportunities.
Judge's Comments:
Special Prize for Best Small Budget