Putting the emotion into a consumer promotion dominated by rational comms.

People don’t care about other people winning unless they’re connected emotionally in some way. That’s the simple insight behind ‘Bring Back the Win’.

Monopoly at McDonald’s is one of Australia’s largest consumer promotions. However, for the large part, it’s dominated by rational reasons for people to play.

To combat this, we found one of Australia’s most down-on-their-luck towns, and gave them a day of winning, Monopoly at Macca’s style.

The campaign was integrated across broadcast, content, PR and social to reach over 3.2 million people, with a PR Value of $2.1 million and brought a smile to a small town that very much needed it.