“Help Riga”Voting for Monopoly Here and Now

World Edition

Case study by Cohn & Wolfe

2008

Global campaignNew version of game The World Edition

• 69 selected cities from around the world– 69 pre-determined cities*– 22 free nominations(results 20 +2)

• 24 h online voting possibility at hasbro.com

• Communication exclusively by PR means– Interactive media– Word of mouth– Loyality campaings

* Monreāla, Rīga, Keiptauna, Belgrada, Parīze, Jeruzāleme, Honkonga, Pekina, Londona, Ņujorka, Sidneja, Vankūvera, Šanhaja, Roma, Toronto, Kijeva, Stambula, Atēnas, Barselona, Tokio, Taipeja, and others

Local campaignPR work:• Media announcements, nomination of spokes persons,

setting up of inteviews;• Direct mails, word of mouth;• www.helpriga.lv• Information supporters – creative and media agency, radio,

outdoor, TV, print, blogs.

Unclear rules about the results calculations created unjustified belief in possibilty of good result.

Gradual move of Riga to a higher place created support from brother cities Vilnius and Tallin.

25 January – start

12 February – 10th place

26 Februay – 5th place

29 February – blind voting

Supporters

Results announcement

20 August 2008;

Simultaneous ammouncement around the world;

Vice President of Hasbro arrives in Riga personnaly to announce results;

1st news published at 2 am in diena.lv with countless following

Publicity results

During campaign (only detected publications)18 publications in 10 print media with average auditory 1 520 000

141 publications in internet resources;

3 radio and 9 TV announcements developed and broadcasted unknown amosdunt of repeats (TV supproted the activity with their free air time)

3 radio and 3 TV interviews broadcasted, multiple reports and announcements on the process of voting (with multiplied repeats)

230 outdoor placments in Riga city

Results announcement11 publications in 8 press media with average auditory 1 739 000.

63 publications in 43 sites with average auditory 3 219 938.

6 (excluding repeats of news programs) broadcasts in 5 radio stations with 87 590 average auditory.

2 news lines in 2 television channels before the event

8 broadcasts in 4 television channels with 605 656 average auditory.

Avarenes post-campaing research

79%

21%

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100%

yes no

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All

96%

4%

69%

31%

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yes no

%

Male Female

92%

8%

79%

21%

62%

38%

74%

26%

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yes no

%

15-19 20-29 30-39 40-49

Do you know, that Riga is placed on the gameboard of "Monopoly Here and Now: the World Edition"?

79%

21%

0%

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20%

30%

40%

50%

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70%

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90%

100%

yes no

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All

96%

4%

69%

31%

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60%

70%

80%

90%

100%

yes no

%

Male Female

75%

25% 24%

90%

10%

76%

0%

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90%

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yes no

%

Riga Other city Rural