Monopoly: Pass GO. Collect £1.5 million - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper shows 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. There has been much talk heralding a new era in communications. This talk centres on the need to move on from interrupting people's lives with advertising that they passively and unwillingly receive, to a new model where people willingly and actively engage with brand communications. This different media idea has resulted in a massive £1million sales uplift, and a return far exceeding the initial investment by Hasbro, and has opened their eyes to new global business opportunities ;---(TAGS)--- Full Title: 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 ; Number: 2006/53 ; Brand Name: Monopoly ; Client: Hasbro ; IPA_ProductCoding: Entertainment & Leisure (Toys/games) ; Agency: DDB London ; Tribal DDB ; Author: Georgina Murray-Burton, Matt Dyke, Tristram Harrison, Les Binet, Sarah Carter, Alex Ebdon, Matt Law ;