Proposal

Proposal

Today Monopoly is one of the most popular board games on the market, and it has been so since the 1930’s. Monopoly has been advertising the board game chose by each generation’s youth. During the late 90’s there was a even Monopoly Generation. In 1999 Guinness Book of Records cited Hasbro’s previous statistic of 500 million people have played Monopoly. Games Magazine has inducted Monopoly players are ready for a change. We believe that today’s consumer’s is not so much attracted by the Monopoly logo, especially since so many products today seem to decrease in quality.

The new campaign for Monopoly will focus on the 12 – 20 year old teen audience. This audience is characterized by being very active with interests in games, cars, and movies. Their most common source of income is usually the after school job like chores and allowances from parents. The biggest product concerns this particular audience has are the cost, the fun with the game, and the availability of the product.

As an advertising agency, we chose to create a campaign for Monopoly because it is one of the world’s most popular board games. Monopoly is also a large contributor to many charities and events that help the success in today’s youth.

This advertising campaign for Monopoly has two major components: the print ads for magazines such as Time Magazine, People, & Child, and the commercial which will be on the major internet sites such as Yahoo, Google, & MSN. The slogan for this campaign is “Monopoly, Own it All”.

The magazine ad will feature sconces and symbols of youth activity such as teenagers playing monopoly. The symbols will include the train, shoe, phone, airplane, coffee mug, and dog.

The second component, the commercial (computer) , will be very similar to the magazine ad in that it will depict young people enjoying life and having fun while playing monopoly. We have chosen to do commercial on the computer as a power point. We will take pictures of teens playing monopoly at school, home, and parks. We will record a 15 second commercial of them playing monopoly and you will be able to hear how much fun they are having while playing monopoly.

The goal of this campaign is to bring in another generation of Monopoly players, and in this case we are targeting 12 – 20 year old teens. We believe that our campaign will effectively reach this audience.

We at Hasbro’s believe in Monopoly and its ability to help teenagers feel smarter and enlivened. We also feel that the campaign we have outlined will increase the consumer numbers among teens and as a result among adults, though teens are our target audience. We want people of all generations and all ages to believe that you can “Own it All”