Best Food Industry Email Message

The brief:
McDonald’s Mzansi Millions Monopoly was launching for the second time in SA. Last year, the consumer response was a lack of understanding on how to participate, enter and what could be won. We were briefed to create awareness around the campaign, as well as create a platform that answered whatever questions the public had around the McDonald’s activation.

Our approach:
We decided that the best way to promote McDonald’s Mzansi Millions Monopoly is to use what everyone knows best… The Monopoly board. Everything that we did revolved around the Monopoly board – from the colours on our website, to the game pieces you would play the board game with.

To produce a solid and clear campaign, we created an advertising strategy – LEARN. PLAY. WIN.

LEARN – educate the public on how to play.
PLAY – excite and drive instore.
WIN – promote the winners.

All of our communication would ensure that ‘LEARN. PLAY. WIN.’ came across simply and beautifully.

The solution:
We created an interactive, scrolling website that spoke to our campaign compass of ‘LEARN. PLAY. WIN.’ Each section was clearly defined using the Monopoly board’s colours, was strongly visual and accompanied by short, easy to read copy.

The audience could learn how to play, what could be won, download the game board, search our FAQ section that was updated according to Social Media feedback, and what had already been won and by who.

Throughout the website journey, characters and game pieces from the Monopoly game appeared, creating a sense of familiarity and fun.

Contributors:

TBWA \ TEQUILA

Location: South Africa