Results and Effectiveness

We took Hong Kong by storm and the enthusiasm for McDonald’s 6-week Monopoly promotion spread like wild fire. It was widely talked about... • 92% campaign awareness • Over 17,000 online conversations that were viewed 990,771 times! • PR value totaled HK$7.8 Million! More people took part than last year… • 64% conversion from campaign awareness • Lucky draw entries increased by 63% • Instant Win redemptions up by 19% A new level of engagement that lead to a strong business result • 29% additional visit during Monopoly campaign period • Extra Value Meals sold increased by 8.3%! (Source: McDonald’s; Antenna/K-matrix Social Listening).

Creative Execution

We brought to live the fun of MONOPOLY for ‘real’ and turned the entire Hong Kong city landscape into a ‘Giant MONOPOLY Game’. Getting everybody to play MONOPOLY and experience the fun they never had! Announcing the launch of McDonald’s promotion, we produced gigantic silver token trucks that paraded along Hong Kong’s roads in the midst of real traffic! On the street level, Mr MONOPOLY(s) gave out ‘dollar notes’ (free upsize coupons) to everyone to keep on playing! Continuing the game, we directed people from their daily commute where the entire high-traffic cross-harbor tunnel toll area was transformed into MONOPOLY’s iconic properties! Whenever people stopped to pay for their toll fees, toll collectors inside the ‘Go Sign’, ‘Go to Jail’ and ‘Free Parking’ booths passed the drive-through MONOPOLY dollar notes! For 6 weeks, Hong Kong people became part of the game, in and out of McDonald’s stores!

Insights, Strategy and the Idea

Running on its 4th year, participation for McDonald’s MONOPOLY promotion was declining. Hong Kongers were simply not as interested in winning prizes anymore. To create a new dimension of excitement, we needed to convince people that MONOPOLY was really more about the fun of competing together in their all times favorite board game, as did many generations. Although winning prizes is important but Hong Kong’s perception of McDonald’s MONOPOLY was all about the carnival involvement. It was more about the fun of getting people together! We needed to bring MONOPOLY to Hong Kong, with a ‘new’ dimension of enthusiasm that sits beyond McDonald’s stores. We turned McDonald's MONOPOLY into a game that sat beyond our stores by transforming Hong Kong’s cityscape into the BIGGEST-EVER MONOPOLY GAME-BOARD! The silver tokens, GO sign, dollar notes.. all reactivated Hong Kongers’ love for MONOPOLY! THE IDEA: Turning HK into the Biggest McDonald’s Monopoly GameBoard