2016 Winners & Shortlists

Brief Explanation

Building on the success of last year’s monopoly at the mall, Majid al Futtaim bought back Monopoly for a second run. The stage was set for the exclusive Dubai themed board and all its icons to come to life at the mall. But this is when calamity struck! Homes were destroyed in the real world and thousands were left homeless. But what could a mall do about it ?

Results and Effectiveness

In just 2 weeks, MAF collected an outstanding amount of $505,000 which helped rebuild 267 houses in Nepal. Earned over 2,736,577 reach on social media platforms. Welcome 13,000 participants to play the game in less than two weeks of the Campaign. Successfully achieved 14% increase in footfall across three malls.

Creative Execution

We transformed Monopoly into a real time giving experience where every dollar of virtual money became real currency. And the more you won, the more was given back. Not only could shoppers build their virtual property portfolio, but could also help build real homes But with all recent news focused on the destructive power of mother nature, we did not want people to forget about its nurturing side as well. We created ‘plantable tokens’ made up of bamboo seeds and placed it in the front cover of a leading newspaper, encouraging readers to grow more plants and help the environment.

Insights, Strategy and the Idea

What if a game like Monopoly could actually help rebuild homes in Nepal? And what if people could play for good? MAF responded by changing the way Monopoly was played. We created Monopoly for Good – a unique experience which merged gaming with giving.