IRELAND – For the first time ever, the globally successful McDonald’s Monopoly has arrived in Ireland. With the help of Cawley Nea\TBWA, Monopoly was launched in the Irish market the ‘Unbelievably Huge’ campaign, literally, with large scale paying pieces.
The campaign will primarily roll out across TV, Cinema, outdoor and social platforms and has been preceded by a weeklong series of social teasers.
“McDonald’s and Monopoly have had a perfect partnership across many countries from all over the world. In fact, the highly-anticipated promotion has taken on a cult-like status in many markets, with consumers looking forward to the game coming to McDonald’s every year. This year is the first time that the people of Ireland will get to play, so it’s going to be the start of something ‘Unbelievably Huge’ in this country,” commented Des Creedon, Creative Director at Cawley Nea\TBWA.
The film and print elements of the campaign are centred on huge versions of the board game’s iconic tokens. In the TVC, our hero’s dog pales in comparison with the giant Monopoly Scottie dog, while the outdoor campaign also continues the ‘unbelievably huge’ theme by featuring oversized game tokens in restaurant scenes and highlights the fantastic prizes that can be won.
“The aim is to get the Irish population excited about participating in the biggest game to hit our shores in many a year. It’s going to be huge and a complete ‘prize mania’,” adds Creton.
A unique element of the campaign is the inclusion of a dog whistle within the sound bed of the 30” TVC. The sound will grab the attention of dog owners as their family pets are drawn to the sound, which the human ear will be unable to hear.
“This was a spark of genius from our creative team and our client completely embraced the idea. McDonald’s Ireland constantly look to explore marketing innovations and firsts, and felt it was a lovely addition to our campaign. We hope the dogs in Ireland love the campaign as much as we do,” says Laura Daley, Group Account Director at Cawley Nea\TBWA.
“Our vision for the campaign was to inspire Ireland to visit McDonald’s and play Monopoly. To do this, our insight told us we had to get over the famous Irish cynical nature first and make the unbelievable, believable! This strategic thinking led to our creative idea of ‘It’s Unbelievably Huge’, which highlights the colossal amount of fantastic prizes and further showcases the unbelievable huge chances everyone has to win them – which should even convey the most cynical of Irish mentalities to believe the unbelievable,” adds Daley.
The overall campaign is targeting one key audience segment; young adults. Daley adds: “Young adults are savvy and choose brands that give them a chance to be relevant and in touch, and the experience economy is showing that they start to value doing things more than having things. Gamification is also a huge trend amongst this audience and Monopoly Prize mania taps into this zeitgeist.”
