At Scrabble we know that words are not just on a physical board. They are everywhere… even on the streets.

That is why we turned major European cities into Scrabble boards. Because streets intersect with each other just like words on the board. And we did all of this in a fun way that showed that we were already “out of home” and ready to play.

We created an outdoor tailor-made campaign in which we used ad hoc creativities illustrating the same street intersections where we then placed the billboards.

This was a 15-day activation that run simultaneous for all 4 markets to create greater synergy.

Even tough this was a one-media & short-term campaign, we surely made our move: downloads of Scrabble´s app went from an irregular and very slow growth to a peak within the 15 days that the activation was on for.

As for awareness: it was not just us that thought this was a clever and surprising execution. We surely caught not just pedestrian´s attention but also media.