Title	MONOPOLY HOME TOWN
Brand	HASBRO
Product/Service	MONOPOLY SPANISH EDITION
Category	E02. Low Budget / High Impact Campaign
Entrant	OMD SPAIN Madrid, SPAIN
Idea Creation	OMD SPAIN Madrid, SPAIN
Media Placement	OMD SPAIN Madrid, SPAIN
PR	OMD SPAIN Madrid, SPAIN
Production	OMD SPAIN Madrid, SPAIN

Name	Company	Position
Adolfo González	OMD Spain	CREATIVE CONTENT & EXPERIENCE DIRECTOR
Lucía Álvarez	OMD Spain	Head of Content
Miriam García	OMD Spain	Creative Director
Nacho Cámara	OMD Spain	Connection Manager
Noel Bermejo	OMD Spain	Art Director
Ana Rodríguez Silgado	OMD Spain	Performance Specialist
Neus Martínez	OMD Spain	Performance Manager
Rosa Llamas	OMD Spain	Group Account Director
Yago Hernández	OMD Spain	Account Director
Anabel Varela	OMD Spain	Head of Strategy & Innovation
Patricia Ochando	OMD Spain	Senior Strategy & Innovation Planner

Why is this work relevant for PR?

80-year-old ladies learning to use a tablet to vote and majors calling to the public cooperation. From big Spanish cities like Madrid to tiny towns with 80 inhabitants, we got every Spaniard to participate in a voting to be one of the locations featured in the new Monopoly Spanish Edition! We got 17 million votes in Monopoly’s voting microsite, almost a half of the Spanish population! We caused a social phenomenon, appearing in main national media and obtaining a value box of more than 2 million euros in just 2 months… with an investment of less than 50k euros!

Background

With 75 years of history, Monopoly is one of the most iconic Hasbro games. In 2009, Monopoly launched its first ‘Spanish Edition’. The peculiarity of the local edition is that the 22 spaces of the traditional board are replaced with the names of Spanish locations. After a tepid reaction to its Spanish edition’s launch in 2009, in 2018 we had the challenge of relaunching it. Aware of the deep transformation of the gaming industry in the digital era, Hasbro launches periodically these local editions to keep alive the love for its brand in different markets throughout several generations. For these reasons, in this first stage of the launching, our objectives were stablished in terms of awareness and engagement. We needed to reach a universal target all over Spain, and get the maximum participation as well. How could we make the launch relevant enough for the Spaniard to get involved?

Describe the creative idea

2 AM at Pedroso, Spain. The alarm clocks of its 81 neighbors ring in unison. What can be that important to make everybody come to an agreement? Ask Mr. Monopoly: it’s time to wake up and vote to get a space on the Spanish edition Monopoly’s board, with the name “Pedroso” on it! As ‘The Future of Spain’ study revealed, Spaniard find more relevant those brands taking care of local communities. We stand up for what is ours. And what else do we feel ‘ours’ but our home town? The local soccer team, our home town celebrations... What is ours is always the best and, if necessary, we will stand for it by fire and sword. We decided to use that pride of belonging to leverage desirability in the relaunching of Monopoly’s Spanish edition. Everybody would like to have a Monopoly board featuring the name of their home town!

Describe the strategy

To engage Spaniards, we put them in charge of the new board. We encouraged competition calling a raffle over its 22 spaces: there would be a voting microsite to decide what places will appear on it. From big cities like Madrid or Barcelona, to small villages like Pedroso, all of them would have the same opportunities to become a space in Monopoly’s board! As we had the non-despicable challenge of a small budget, we would need to be very smart. We based our strategy in three premises: • Contextualizing the Brand in moments and situations that allow us a higher impact through earned media. • Obtaining the highest geographic coverage, maintaining the granularity at the same time to reach each and every one of the inhabitants of those small villages and big cities. • Connecting with such a diverse target, activating the pride of belonging to obtain a massive response.

Describe the execution

We put together an activation featuring a net of touchpoints which spread like roots. We placed Mr. Monopoly in a real-life board building a stand at Fitur, the biggest Tourism Exhibition in Spain, in which the main regions promote themselves. We chose the perfect ambassador: Roberto Leal, host and creator of ‘España Directo’, a TV format travelling around the towns of Spain and showing their everyday life. Roberto Leal opened the voting with a vote for his home town, broadcasting it in a Facebook Live event on Monopoly Spain’s social profile. Then, we activated the rest of triggers: A PR action focused in carefully selected regional media that would ignite the flame of local pride. A semantic Search campaign in whose keywords list appeared each and every Spanish location, with a call to action heading to the voting site. And a geographically micro-segmented strategy in owned and paid social media.

List the results

The campaign turned into a true social phenomenon. News on TV began to talk about ‘the war of towns’ to appear in the new Monopoly board. Everybody engaged; the smallest villages above all, where the neighbors created WhatsApp groups to organize and vote or set their clock alarms to vote massively in the middle of the night, when the traffic to the votation site was lower. The two smallest towns, with no more than 200 inhabitants altogether, collected 4 million votes. We got 17 million votes in the microsite, almost a half of the Spanish population! Voting microsite received 21 million of visits. We multiplied x142 our initial objective of 120.000 votes. We caused so much media noise in local media (706 news published) and such a wave of digital content and those published in Mr. Monopoly’s owned media (127.340 people reached organically), that we grabbed the attention of main national media. Which covered the new giving us a huge visibility through earned media: we reached 250 million impacts! We appeared in all general-interest press and in the main news segment on TV, in prime time. Obtaining a value box of more than 2 million euros in just 2 months… with an investment of less than 50k euros!