Monopoly Here & Now - Pass GO. Collect £1.5million: how a radical, experiential approach to communications reinvigorated Monopoly, turning it into the best selling game of 2005

Georgina Murray-Burton, Matt Dyke, Tristram Harrison, Les Binet, Sarah Carter, Alex Ebdon and Matt Law

This paper details the 2005 launch campaign for a new version of the board game Monopoly. The objective was to revitalise the brand, make it less seasonal, broaden its appeal, and increase sales value by 15%.
Agency: DDB London/Tribal DDBAuthors: Georgina Murray-Burton, Matt Dyke, Tristram Harrison, Les Binet, Sarah Carter, Alex Ebdon and Matt Law

Monopoly Here & Now – Pass GO. Collect £1.5million: how a radical, experiential approach to communications reinvigorated Monopoly, turning it into the best selling game of 2005

INTRODUCTION

This is a story of success against all the odds. We show how one of the oldest board games in the world re-captured the hearts of a nation and re-ignited the British public's passion for competing against one another to make money.

It is the story of how a radically...

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