The world’s biggest promotion that is McDonald’s Monopoly has become synonymous with that winning feeling, in 2018 it returned to Ireland for the third year running, giving away over 12 million prizes in the UK and ROI. In order to inject fresh excitement into the launch of the brand experience, we created a new campaign narrative and visual identity that aimed to reflect the joy of playing the game and winning big. 

Monopoly created a buzz. For 6 weeks, it became a conversation piece around coffee machines, in homes and on social media across the nation.
We saw increased brand affinity towards McDonald’s, firmly cementing the
eagerly-anticipated campaign as one of the favorites among customers. 

The campaign got people into McDonald’s in their thousands, smashing sales targets and reaching guest count highs.

Whilst working on Monopoly for Ireland I also created the Team Edition campaign for the McDonald’s staff. Monopoly is a highlight of the McDonald’s UK calendar and a very busy period for every restaurant. Employees are under pressure during this period with big uplifts in customers and them needing to be armed with the answers to customers’ queries about the campaign. Team Edition is a way of rewarding the hard-working staff as well as ensuring they don’t play the main game meant for the public.

In 2018 we really simplified the game mechanic and saw a +67.5% uplift in players, with over 46,000 employees playing and over 31,000 playing all four weeks of the campaign.