Monopoly: Ode to the Hotheads

Monopoly, a board game, increased favourability and sales by launching an out-of-home and social media campaign that used the fact the game causes fights to teach children important lessons.

Objectives

Monopoly is an 87-year-old boardgame and a real classic.

The challenge was to make it relevant (again) and encourage (young) parents to buy it.

Insights

We’re playing fewer board games than ever and that’s bad news for Monopoly.

Not only is it competing in a smaller market but newer games such as Ticket to Ride are attracting many of the sales. And there’s a third challenge, new equals noise; new games get more word of mouth than the classics like Monopoly.

Hasbro Netherlands provided the media agency, the creative agency and the PR agency with a challenging brief (and...

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Insights Team
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