Chipsmore wanted to carve out more growth in an increasingly saturated snacks category. While Chipsmore has always been the household name, many contenders were springing out of the woodwork, thanks to the lockdown and the “self-comforting” phenomenon that ensued - more time spent at home meant more cravings. Also due to inflation, cheaper alternate biscuits were becoming more frequent for the lower income house households during this period. This meant a challenge for growth in a already competitive category amongst a value share drop of 0.4% Vs. YA

Chipsmore and Monopoly had partnered over the last 2 years by engaging consumers via an online 2D game which resulted in a contest and rewards. Although there wasn’t much growth between the 2 years, averaging at around 10,000 participants, Chipsmore wanted to double this number moving into the 3rd year whilst driving relevance and excitement that could separate it from its competitors.

Given the saturation we were facing in the snacks category how could we take this successful partnership and kick it into new gear to stand out. Chipsmore latched onto a relevant trend that was taking the world by storm - Non-Fungible Tokens (NFTs) and re-imagined the game of Monopoly. The idea was to create “METApoly” - what if the properties you would buy, sell and trade within Monopoly were also NFTs that you collect, keep and “own” in the “metaverse”?

The interesting novelty here was that each NFT property was uniquely designed, inspired by Chipsmore .Therefore it could not be copied or substituted with another, which meant that anyone who played METApoly and won a “property” would be given unique, ownership rights on the blockchain.

This experience of equity and total ownership by the end-user was unprecedented for both Chipsmore, the game of Monopoly and our core audience of GenZs.

With skyrocketing property prices, inflation, a looming recession, depressed salaries and a shrinking currency, GenZ’s in Malaysia frequently joked about not being able to afford properties.

Malaysians were also deeply interested and engaged by the metaverse, NFT and gaming in fact it placed within the top 5 countries of the world on NFT ownership rates, approximately 29.3% of people own NFTs and 10.5% planning to buy them, taking the forecasted NFT owners to 34.4%.

The high interest in NFTs ties up with increasing interest in the metaverse and gaming which are all interconnected and provide opportunities to earn and be a part of a bigger community in a non-conventional method.

As Chipsmore is all about interrupting serious Gen Z moments with abundance of chocolate chips and fun, Chipsmore took the iconic property trading game to the next level by letting GenZs trade real chips into virtual properties.

We created a buy, play and win mechanic that reimagined 28 property squares around the iconic Monopoly boardwalk as over-the-top Chipsmore virtual properties.

Each and every property was custom designed, inspired by Chipsmore!-giving Gen Zs a chance to own and win their very own ChipsMore NFT property.

All they had to do was sign-up on Chipsmore’s very own webpage and be eligible for 5 free roll of the die, just like the IRL game. Once the 5 turns are over they then have to purchase Chipsmore, upload a proof of purchase and receive more rolls.

As they play and move across the properties, the consumers collect points and are listed on a leaderboard.

To keep the excitement going, Chipsomore also inserted bonus rolls cards in packs which gave consumers additional chances to get to the top of the leaderboard, for a chance to win one of 28 NFTs.

METApoly helped to move the market needle - Chipsmore gained 0.5% market share during the campaign period, compared to the same period in the previous year,despite the added chanllenge of fighting with new competitors in the category

Meta’s Brand Lift Study pegged the campaign’s intent for purchase to be 4.8pts - which was 5X the Regional Norm of 0.6pts.

METApoly was a hit amongst the Gen Zs of Malaysia - garnering over 32,000 sign-ups, which represented 35 more sign-ups compared to previous year’s campaign. With over 500 sign-ups a day throughout the campaign period, the participation rate was 53 higher when benchmarked against other microsite activations across the Mondelez portfolio.

Metapoly also gained 1205% in earned media making it the topic of conversation among NFT enthusiasts.