Monopoly appeals to a broad audience, we needed to reach everyone - adults and kids.The online game, made real through the taxis, brought national participation across all ages.We drove awareness and interest through broadcast TV, national radio and a widespread online campaign, including Yahoo homepage ownership at launch.Media support to drive registration concentrated on launch week. Players were rewarded for introducing friends and from this the game grew organically at astounding pace.

For Monopoly's 70th anniversary we needed to find a way to reconnect with the consumer.We needed to sell thousands of units of the new, updated Monopoly right from its launch in June, six months out of season, without promotional support. This big moment in Monopoly's life needed some big thinking.

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'.

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.

People have great latent fondness for board games, and actually playing the games again unlocks their interest and excitement.For Monopoly, once people engaged with the new board locations they became very interested in the game.So, to really generate excitement about Monopoly we did two things - got people "tasting" the gameplay again, and brought the new locations on the board to life.We created a real-life game of Monopoly for people to engage with, on a grand scale.And we went about creating it in a way that broke new ground in communications.