The brief:Invigorate the Monopoly brand by encouraging people to talk about the game through building excitement around the National Monopoly Championships, held in April 2009.
What we did:Get people thinking about Monopoly in a new way by talking up the strategy aspect of the game and dispelling the myth that it is a game of chance. To do this we introduced the new ‘speed dice’ which adds pace and excitement to the game. But we also knew that the wonderful personalities who play Monopoly competitively would give us the best stories – so we promoted the different personalities throughout the regional competitions and the final, to choose who would represent New Zealand at the World Monopoly Championships.
Impact: National broadcast, print and online coverage of the Monopoly events nationwide, and the final was achieved, with many media focusing on players’ top tips and strategies to win the game. The pinnacle was a three page article in the Weekend Herald Canvas magazine where deputy editor Greg Dixon talked up his first hand experience of playing in the Auckland regional final. Over $300,000 worth of PR coverage was generated.
