international communication 2009 / 1st place / help riga
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“Help Riga”Voting for Monopoly Here and Now
World Edition
Case study by Cohn & Wolfe
2008
Global campaignNew version of game The World Edition
• 69 selected cities from around the world– 69 pre-determined cities*– 22 free nominations(results 20 +2)
• 24 h online voting possibility at hasbro.com
• Communication exclusively by PR means– Interactive media– Word of mouth– Loyality campaings
* Monreāla, Rīga, Keiptauna, Belgrada, Parīze, Jeruzāleme, Honkonga, Pekina, Londona, Ņujorka, Sidneja, Vankūvera, Šanhaja, Roma, Toronto, Kijeva, Stambula, Atēnas, Barselona, Tokio, Taipeja, and others
Local campaignPR work:• Media announcements, nomination of spokes persons,
setting up of inteviews;• Direct mails, word of mouth;• www.helpriga.lv• Information supporters – creative and media agency, radio,
outdoor, TV, print, blogs.
Unclear rules about the results calculations created unjustified belief in possibilty of good result.
Gradual move of Riga to a higher place created support from brother cities Vilnius and Tallin.
25 January – start
12 February – 10th place
26 Februay – 5th place
29 February – blind voting
Supporters
Results announcement
20 August 2008;
Simultaneous ammouncement around the world;
Vice President of Hasbro arrives in Riga personnaly to announce results;
1st news published at 2 am in diena.lv with countless following
Publicity results
During campaign (only detected publications)18 publications in 10 print media with average auditory 1 520 000
141 publications in internet resources;
3 radio and 9 TV announcements developed and broadcasted unknown amosdunt of repeats (TV supproted the activity with their free air time)
3 radio and 3 TV interviews broadcasted, multiple reports and announcements on the process of voting (with multiplied repeats)
230 outdoor placments in Riga city
Results announcement11 publications in 8 press media with average auditory 1 739 000.
63 publications in 43 sites with average auditory 3 219 938.
6 (excluding repeats of news programs) broadcasts in 5 radio stations with 87 590 average auditory.
2 news lines in 2 television channels before the event
8 broadcasts in 4 television channels with 605 656 average auditory.
Avarenes post-campaing research
79%
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Male Female
92%
8%
79%
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15-19 20-29 30-39 40-49
Do you know, that Riga is placed on the gameboard of "Monopoly Here and Now: the World Edition"?
79%
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All
96%
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69%
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yes no
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Male Female
75%
25% 24%
90%
10%
76%
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yes no
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Riga Other city Rural
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