2008 Media/Entertainment/Travel/Leisure Winner

TITLE: Stand Up Australia!
AGENCY: OMD
CLIENT: Hasbro

Sponsored by

OBJECTIVES
Monopoly was launching a new Australia “Here and Now” edition. It aimed to reverse sales decline and increase household penetration. It also aimed to stimulate consumer interaction, with online voting inviting Australians to have their say on which Aussie places and landmarks should make it onto the board.

CAMPAIGN
As competition is firmly entrenched in the Aussie psyche, Hasbro set state rivalry as the currency that would drive voting, talkability and stimulate gameplay, creating a news topic that insured dynamic interaction. Selecting News Limited as a partner, Hasbro mimicked the rivalry through News Limited’s state titles, with advertising placement and personalised press releases egging on the editors to put their weight behind “their state” creating a war of words.

RESULTS
The campaign delivered, exceeding the sales goal by 30%. The voting target was exceeded ten-fold. The campaign framework was set as the base for a 2009 campaign.

Judges’ comment
There was a high standard overall in the category. The Monopolycampaign had great results for a small budget. It re-energised a traditional brand, with a very focused execution.