2015 Winners & Shortlists

Results and Effectiveness

The Monopoly campaign became the most successful campaign of 2014 - Campaign sales figures were higher by an average of 29% per mall (Source: Client data) - Participation rates increased over 75%, with over 15,000 participants (Source: Client data) - PR coverage surpassed objectives by 250% increase over the initial KPI (Source: PR Agency) - Social reach saw over 36 million impressions, a 4.5 times increase from initial KPI (Source: Social agency)

Creative Execution

Instead of doing traditional print ads, we got Mr. Monopoly to invade the news! Since there was a huge similarity between Dubai’s property-obsessed market and the world of Monopoly, we merged real with fictional and monopolified the front page of 7 days, UAE’s leading newspaper. Mr. Monopoly himself announce a new ‘Property Development in Dubai’. The spoof front page also included parody style mini articles about a ‘new monopoly currency being introduced in the GCC’ and ‘sightseeing tours announced in solid silver ship’! We had found a clutter breaking, lighthearted way to increase awareness and build consideration.

Insights, Strategy and the Idea

Kids of today are spending more time in screens than ever. Mobile phones, tablets and computers have taken over meaningful playtime, which is so important for a child’s development. Our research showed that only 10% of parents in the UAE spend time with their kids. (Source : UAE Children Playtime Index) As a leading group of family malls, Majid Al Futtaim wanted to get families to spend time and play together, and eventually increase footfall and sales. We needed an engaging fund experience that would cut across generations. Our idea was to build a life-sized version of the iconic family board game Monopoly. But we needed to attract families to come and play it.