Creative

Ben Weaver
Jed Parker
Kyle Wismer
Brandon Adawi
Kurt Jorgensen

BIG IDE A

STRATEGY STATEMENT
The focus of this advertising campaign is to build
global awareness for the Monopoly brand. The
advertising will convince 18 to 34 year olds from
around the world that Monopoly is more than just a
game created by Americans for Americans, but a
game for all people internationally. This campaign will
familiarize the world with the Monopoly Brand.
Support for this campaign will rely on the online
versions of Monopoly to get people playing from
anywhere at any time regardless of which country
they are from.
It will help to convince the audience that Monopoly is
working hard to include the cultures from around the
world. This campaign will cause people to realize that
Monopoly is already a part of their own culture. It will
set a tone of unity amongst countries as well as draw
people to the hope of winning the tournament.

Build global unity through the spirit of competition using

the Monopoly brand.
Through global competition, our campaign will target 18
to 34 year olds around the world, allowing them to create
and participate in a global community that strives to build
equality, diversity, understanding, and unity. This fun and
interactive campaign will invite the world to participate in
creating a global Monopoly community through online
gaming and aggressive marketing of a world Monopoly
tournament.

S LO G A N

Own it all!

E VE N T M A RK E T I N G

The Monopoly worldwide tournament will increase

unity among countries through the spirit of competition.
This campaign should establish connections among
countries through the game of Monopoly. In some
countries Monopoly has a well-established brand,
however in other countries the brand awareness
needs improvement. This campaign should increase
brand awareness in these countries with little brand
awareness and help share the tradition of the most
popular board game to the world.
The events planned are going to be held in the
participating countries capitals. The event will be a
tournament of the finalists who come to the countrys
capital to compete for a chance to win $100,000. The
tournament will be televised. The television broadcast
will also show the finalists in their home preparing for
the trip to the capitol. It will show their lives and explain
for each contestant the potential benefits of winning
the money. The finalists will most likely be very
different, which will add to the variety of the show.
The final tournament within each country will be a
place for advertisers to promote products, sell
merchandise, and share in the cultural experience.
The event will be a big advertisement for Monopoly
and a great boost to their sales.

E VE N T M A RK E T I N G

Once the finalists of each country have been

determined and the $100,000 is awarded, the
Monopoly World Tournament will begin. This
tournament will embrace the cultures from around the
world and will be held in Las Vegas, Nevada. This
time the prize will be $1,000,000 and only winners
from national championships can compete. It is
hoped that the televised broadcast will incite interest
much like the game show Who Wants to be a
Millionaire. Everyone from around the world will be
glued to the TV because they will want their country
to win or because they have an attachment to a
certain contestant. The event in Vegas will be Vegas
style flashy. It will not be about greed, but about the
contestants lives and culture. The program will give
a clear background of the players and also explain
how each individual plans to spend the winning prize.

P U BL IC R EL AT I O N S

S AL E S P RO M O T I O N

Throughout the competition, Monopoly will focus on

giving to charity organizations. Similar to Celebrity
Jeopardy, contestants will play for charities of their
choice. In addition to the prize money they can earn,
Hasbro will match their earnings and give that amount
to a charity of that players choosing. This will help to
create a sense of unity within the spirit of competition
by allowing each player compete against one another,
but do so for a unified common good.

Monopoly will offer fifty percent off the Monopoly

game app for anyone who likes the Monopoly World
Tournament Facebook page and submits a picture of
themselves with a mustache similar to that of the
Monopoly Man. By doing this, Hasbro will be able to
garnish greater attention for the tournament as well
as push the sales of the Monopoly app. It will also
drive user-generated content that will give individuals
an opportunity to make the World Tournament their
own.

During the final World Tournament, Hasbro will invite

the charities chosen by the players to attend the
competition and during the award ceremony they will
be asked to stand alongside the winner to accept a
check of one million dollars, equal to the check
received by the winner.

N E W M E DI A

DIR E CT M A RK E T IN G

A new Monopoly World Tournament app will be

created for this campaign. It will provide a recreation
play setting where individuals can play with people
from around the world. It will also have a tournament
setting where registered players can compete against
other players from their own country. This will be used
to generate players for the World Tournament that will
offer cash prizes. The app will link to various social
media sites where promotions are being held. For
instance, on Instagram there will be a contest in which
people can upload their picture wearing a white
mustache and top hat. It will allow people from around
the world to see that Monopoly is truly global.

The direct marketing campaign will feature mailers

that look like the Monopoly chance cards. These
mailers will be delivered to the addresses of the
registered players of the Monopoly tournament.

The already successful Facebook page will now

feature the Tournament and link to all the other social
media sites. The CEO of Hasbro will do an AMA on
Reddit and answer peoples questions as well as
promote the tournament.

The copy of the mailer will be:

This is your chance!
Be the Monopoly king of your country and win
$100,000. Winners will advance to world finals where
they stand to win $1,000,000.
The goal of this direct marketing is ensure the
participation of the entrants and increase publicity for
the event.

AD VE R T IS I N G

Our campaign will feature a series of print ads of

recognizable landmarks from different countries
throughout the world. These landmarks will have some
kind of monopoly item on them. Examples of these
monopoly items will be a Monopoly token car parked
on the side of the road in France, a Monopoly Man top
hat on an Egyptian sphinx.
These print ads will be designed to look like pictures
taken from tourists at these landmarks. The slogan
Own it all! will be featured on these ads.
Each ad will have the following copy:

Represent your country.

These ads will help consumers associate the
Monopoly brand with locations throughout the world.

T E LE V IS I O N S T O RY BO A RD

RA DIO S T O R YB O ARD

Client: Hasbros Monopoly

Job: 30-Second TV Spot
Title: Own it All
Talking Person
Video
OPENS WITH DONALD TRUMP
WEARING A WHITE MONOPOLY
MUSTACHE.

Audio
DONALD: Do you have what it
takes to own it all?

Monopoly'
Get'Ready'for'the'Tournament'
30'
April'2,'2013'
'
'
'
'
SFX'
UPBEAT'MUSIC'PLAYING'THROUGHOUT'AD'
SON:'

(VOICE'OF'A'FIVEOYEAR'OLD'BOY)'Mom,'whats'that'thing'on'Dads'face?'''

VIDEO OF PLANE LANDING IN

LAS VEGAS NEVADA. FINALIST
GET OFF THE PLANE LOOKING
EXCITED. ALL CONTESTANTS
ARE WEARING THE WHITE
MUSTACHE.

SFX: SOUND OF PLANE

LANDING

CAMERA ZOOMS IN ON VEGAS

LIGHTS.

DONALD: Play the Monopoly app

and if you have what it takes you
will earn a trip to the Trump tower
in Las Vegas Nevada where
national hundred thousand dollar
winners will compete for the grand
prize of one million dollars in cash.

MOM:' Its'for'the'Monopoly'World'Tournament'that'Dad'is'preparing'for.'Dad'
says'it'will'give'him'good'luck.'People'compete'from'all'around'the'world.'
The'international'winner'will'receive'one'million'dollars!'
'
SON:' Well'I'think'Dad'needs'all'the'help'he'can'get.'

CAMERA SHOWS FINALISTS

COMPETING IN THE FINAL
TOURNAMENT.

SFX: CASINO NOISES

DAD:' Hey,'I'heard'that!'

CUT TO IMAGE OF MONOPOLY

APP. MONOPOLY MAN ON THE
IMAGE OF THE APP COMES TO
LIFE AND SPEAKS.

MOM:' Oh,'thats'dads'new'Monopoly'man'mustache'that'hes'trying'to'grow'out.'
'
SON:' Why'is'he'doing'that?'

MONOPOLY MAN: Own it all!

'

'

DJ:'

The'Monopoly'World'Tournament.'Download'the'Monopoly'app'for'
instructions'on'entering.'

'

'

'

'

'