Participation at the game was immediate and massive. After three hours, 80% of the posters in the Belgian High streets were sold. Participation at the game was immediate and massive. After 3 hours, 80% of the posters in the Belgian High streets were sold. Sales go through the roof. 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.

Eurostar is the high speed train between Brussels and London. Because of the weak position of the British Pound, London became a great price/value destination for Belgians. The campaign needed to raise the awareness for this.

Let the audience experience the cheapness of London through a nationwide game of Monopoly via bus shelter posters. People could buy individual posters with virtual money via SMS. If you tried to buy a poster that already belonged to somebody, you had to pay the owner. Winner was he/she who had the most money after a week.

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. People could buy the most exclusive shopping streets in London.