Participation at the game was immediate and massive. After 3 hours, 80% of the posters in the Belgian High streets were sold. And sales got an immediate boost too: 61% up compared to the week before the campaign, and 75% up compared to the same period the year before. Game won against the crisis.

Thanks to the low Pound, Belgians could buy more than ever in London and now go to places that previously were too expensive for them. It is the feeling of being virtually rich.It is like playing Monopoly and being able to buy the most expensive streets on the board. So we played Monopoly throughout Belgium, and everybody was invited to participate.Bus shelter posters were used because of their urban location. Every single poster got a unique code, and people could buy a poster with virtual money via SMS. Like in Monopoly, owners won money when others tried to buy their street. The player who has earned the most after one week wins.The game was played on the streets but the scores could be followed online. Radio was used to announce the game.

Eurostar is the high speed train between Brussels and London.

Because of the drop of the British Pound, London became a great price/value destination for Belgians. The campaign needed to raise the awareness for the fact that they had more spending power then ever in London.The campaign was directed to the typical leisure traveler that is interested in city trips. Core target group: urban, 20-45 year olds, higher education, with a very active lifestyle.The idea was to make a campaign that reached the target group in their natural habitat, the city, in an interactive way.