We used 'outdoor' in a completely new and unprecedented way.We fitted 12 real London taxis with GPS devices to act as playing pieces in a massive online game of Monopoly. The real streets of London were our playing board.Players chose properties online, and as taxis passed them during their normal daily business, players' cash grew. They were playing the game live and for real, constantly paying attention to the new board locations.

The figures speak for themselves:190,000 game plays in just 28 days.100,000 opt-ins to receive further contact from Hasbro.£2m worth of PR, 5x campaign cost.Sales at levels akin to Christmas right from launch.#1 Family Game from June.New Monopoly was named 'Game of the Year 2005'.