Brand | MAJID AL FUTTAIM |
Product/Service | SHOPPING MALLS |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Use of Print |
Media Agency
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Building on the success of last year’s monopoly at the mall, MAF bought back Monopoly for a second run.
In light of the Nepal earthquake, this year the theme was all about helping people of Nepal rebuild their houses. We changed the way Monopoly was played by merging gaming with giving! Not only could shoppers build their virtual property portfolio, but could also help build real homes.
But how could we support such a campaign through lifeless media like newspapers ?
Results and Effectiveness
We inspired 80,000 households to grow more Trees and help the environment and not to forget supporting Nepal as well
The initiative contributed to 14% increase in Footfall across 3 malls
It delivered earned media value worth $123,000.
Creative Execution
We partnered with 7 Days to place these plantable tokens on the front cover of a leading daily Newspapers, with easy to understand ‘planting’ instructions. What better reminder than to be able to grow your own plants from tokens that are usually used to grow your monopoly portfolio!
Insights, Strategy and the Idea
With all the focus on the destructive power of nature, we wanted to remind people about its nurturing side as well. What if a newspaper could inspire people to grow trees ? And what if we could reverse nature’s process and grow trees from paper.
In line with UAE’s vision to plant one million trees ‘Plant A paper’ was born
We turned Monopoly icons into plantable tokens made up of bamboo seeds that could grow into real plants. Bamboo is a proven earthquake proof material and could be used to rebuild houses.
Credits
Roy Khattar |
MAJID AL FUTTAIM PROPERTIES LLC |
Marketing- Senior Director |
Nada Abou Saab |
MAJID AL FUTTAIM PROPERTIES LLC |
Marketing - Associate Director |
Manikandan Hari |
Starcom Mediavest Group |
Client Managing Director |
Mohit Lodha |
Starcom MediaVest Group |
Regional Director - Human Experience |
Tauseef Anwar |
Starcom Mediavest Group |
Associate Media Director |
Nikita Masillamani |
Starcom Mediavest Group |
Senior Media Executive |
Dana Joulani |
Starcom Mediavest Group |
Senior Media Executive |
Rachel Chidiac |
Starcom Mediavest Group |
Media Executive |