2015 Winners & Shortlists

The Campaign

Families are spoilt for choice when it comes to entertainment in Dubai, but rarely are these appealing to all members of the family. This insight got us thinking about how we can attract more people to our malls, cut through the clutter and give customers a memorable experience that is relevant to all family members. Board games are a tried and tested platform for quality family time and no game is universally more recognizable than Monopoly. And what more could a family ask for, than to play Monopoly at the mall in a larger than life setting! Not only would they be in close proximity to world class shopping and dining options for the entire family, but would also have the once in a lifetime opportunity to play the iconic board game at a mall for a chance to win.

Success of the Campaign

Monopoly was the best performing combined campaign in the portfolio, and contributed the highest sales revenue generated. Transaction values were higher by +23% at MOE, +30% at CC Deira and +33% at CC Mirdif more than doubling our target. Participation rates goals increased by 75% with over 350 conversions per day per mall, working out to over 15,000 people across the 2 week period. The campaign surpassed expectations with outstanding quality Arabic & English coverage to the tune of USD 473,198 in only 2 weeks, a 250% increase from our initial KPI. All media mentioned Monopoly as an activation that provided great moments at the mall, enhancing our brand promise. Using social engagement, we shattered our social reach KPI by 4.5 times the original goal. On Facebook alone, we were able to reach 9,715,485 unique users &over 36 Million impressions, with 40% of them via organically generated through social sharing.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To generate awareness, the communication strategy highlighted aspects of the monopoly game.Icons like Mr.Monopoly and board pieces,Monopoly House, Ship and Money were all incorporated into our ATL. OOH was an integral part of the mix, and created mass awareness. In certain key high traffic locations, we retro-fitted standalone bus shelters to look like the Monopoly house, complete with our branding . We also included high reach page takeover on leading portals that succeeded in generating awareness. Due to the similarities between Dubai’s real estate growth and a gameplay that involves buying property, we were inspired to merge real with fictional and have Mr. Monopoly announce a new ‘Property Development in Dubai’. The spoof launch was a front-page takeover of a leading newspaper ! Presence on social media portals covering the game helped in further increasing consideration. And the mall floor space was converted into a life-size monopoly.