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

Brought to life in a super-sized 10Mx10M version, floor space was converted into a life-size monopoly board, complete with large size playing icons- Jail Cell, large Dice etc. Players would physically roll the dice and their results were shown onto the surrounding large TV screens, ensuring crowd participation. All players had access to an iPad allowing them to share status updates about their experience, ensuring social media reach. The mall itself was ‘monopolized’ with in-mall branding including parking barriers, and ‘Go’ signs at entrances. The media and creative strategies worked hand in hand to highlight aspects of the game and bring them to life in mass media incorporating icons like Mr.Monopoly himself and board pieces like the Monopoly House, Ship and Money. Social media presence further increased consideration by showing video clips of gameplay and prize distribution.

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's 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.