Hasbro, one of the world’s largest toy, game and entertainment experience companies, launched Monopoly Mzansi, a localised version of the popular board game to the South African market.

The Challenge

Monopoly variants were a dime-a-dozen with 11 versions already in South Africa, additionally Monopoly Cape Town was successfully launched a year earlier. Additionally, retailers were discounting their current Monopoly stock in anticipation of a new variant that reduced consumer appetite for higher priced newer versions. We had to drive interest by amplifying engagement with the landmark sites that would feature on the final board and ensure that interest didn’t dissipate between the campaign launch in March (voting call-to-action) and the product in-store launch in November 2016.

The Idea

South Africans have an affinity for their birthplace/ hometowns and love to reminisce about memorable places. This directed the approach to ignite this nostalgic passion and engage locals’ competitive spirit to get behind their favourite Mzansi location.

The Solution

In order to maintain excitement over the full duration of the campaign, a three phase approach was adopted. Phase 1: The integrated campaign launched in March with high intensity media and influencer engagement. The aim was to ignite consumer excitement and participation to ‘get your favourite location on board’ before the cut-off date by driving traffic to a responsive microsite where they could vote. A life-size Mr. Monopoly character visited relevant media influencers and delivered a proudly Mzansi gift pack containing iconic local snacks and a personalised postcard encouraging memories of their ‘favourite spot in SA’. A detailed content toolkit was created for noisemakers which included tailored quotes from SA Tourism, adding credibility and endorsement. Phase2: Between September and October we created four clever tactical drops - alternating between physical and digital - revealing clues to Mzansi locations that have already made it on to the board. News of ‘leaked locations’ further hyped the predictions of the finalised board locations. We also provided chosen locations such as The Oyster Box in Durban and Maboneng in Johannesburg with a content kit to drive organic conversations on their owned platforms (websites, Facebook & Instagram). Phase 3: Over 40 guests, media and influencers were invited on a secret Monopoly Mzansi roadtrip to experience an interactive Monopoly game en-route to Johannesburg-based locations featured on the final board. Three teams, led by ‘bankers’, were encouraged to guess the next location and pool their Mzansi money to receive rewards at the three stops. The tour ended at Nelson Mandela Square (a board location), where all 22 Monopoly Mzansi locations and four transport hubs were revealed on a life-size board. The board remained there for a week – enabling the public to interact with the game and encourage purchase.

The Results

The launch of Monopoly Mzansi was a success, with over +39 928 513 media impressions, +2 963 308 social media impressions and 93% of coverage featured two or more key messages. 99% of all media conversations were positive with #monopolymzansi trending on launch day. “Monopoly Mzansi’s launch surpassed our expectations. We engaged consumers, generated buzz – for the product and for South Africa as a tourist destination - and exceeded our forecast sales target by nearly 10%. Atmosphere implemented one of our best-ever campaigns.” Siphiwe Thabethe, marketing manager, Hasbro SA

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