LeedsBID: Monopoly Takeover
Economic boost of £6.5million
Visitors participating in the Monopoly Takeover spent £6.5million in the City
480,608 impacts
Two digital billboards generated 480,608 impacts
How do you support a city-wide takeover?
LeedsBID, whom the Ark Media are proud to frequently collaborate with, as part of a summer holiday offering turned Leeds City Centre into a giant Monopoly game board. LeedsBID operate a number of initiatives across the year to draw visitors into Leeds. The Monopoly TAKEOVER included a number of free activities and games in various city-centre locations. As part of the trail, giant game-piece tokens were installed, as well as a giant jail cell within Leeds Corn Exchange.
Monopoly has a historic connection to Leeds which inspired the summer takeover. Monopoly was initially produced in the UK by Waddingtons Ltd. Waddingtons was founded and headquartered in Leeds, and manufactured the board game from 1936 before selling to Hasbro in 1994. To be part of this exciting venture was a pleasure for the Ark Media as we looked to support their Takeover.
Objectives
The primary objective of this campaign was to:
- Use Out-of-Home advertising to raise awareness of the launch of the Monopoly Takeover happening in Leeds City Centre.
Strategy and Execution
The strategy for this campaign was to use two landmark sites on the M621 entering Leeds. Using a direct message, with the famous Mr Monopoly prominent, created advertising which would be impactful and encourage people to visit the city centre to discover the host of games, and life-size tokens.
Knowing the Monopoly Takeover was widely shared across social media, our task was to ensure the game was fresh on people's minds as they were entering the city. Prompting them to go and participate in the available activities with their friends and families when they reached the city centre. Out-of-Home advertising, in this case boosted by using two prominent sites on the entry to the city, is a great way of placing your brand and message within people's minds as they are on the move and potentially about to make purchasing decisions. In this case, we wanted to remind those entering the city centre what was in store with the Monopoly Takeover.
Some photos of the Monopoly event across the city centre. With installations of giant versions of the classic game pieces, activities and games at each location as well as other features such as a 'community chest'.
Passing GO!
The Monopoly TAKEOVER of Leeds City Centre was the latest innovative idea from LeedsBID to shape Leeds as a unique destination. At the Ark Media, we are proud of our West Yorkshire roots and were more than happy to do our part in transforming Leeds into a giant board game. With statement billboard advertising on the entry to the city centre, we ensured that people were reminded of the takeover and were inquisitive into the range of free activities on offer.
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