McDonald’s asks customers, ‘Peely Peely?’ to kick off annual Monopoly game by Leo Burnett London

Cristina Blanaru Ads, Creativity

Creative agency Leo Burnett London and McDonald’s have launched a new finger wiggling advertising campaign called ‘Peely Peely’ to announce the return of the eagerly awaited annual Monopoly promotion. With a shared ambition to make the Monopoly game more famous than ever – Leo Burnett London developed a campaign to compel more and more people to get ‘peeling’ by reminding fans to play again this year, and giving people who don’t often play a reason to get involved.

Tapping into the innate truth that people don’t want to miss out on what their friends are doing, the integrated campaign touches upon on the social isolation experienced by people who miss out on what friends, colleagues and family are all aware of when using the universal ‘Peely Peely’ code.

The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon.  Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touch-points of the campaign.

Prior to launch, McDonald’s capitalised on the online excitement around the game’s return by flooding their social channels with Peely Peely GIFs and social stickers with the GIFs already clocking over 1.3 million views. This was amplified by influencer activation from RED consultancy from 14th March as the nation gets Peely Peely.

Officially launching on 20th March, the fully integrated campaign developed in collaboration with The Marketing Store, OMD & Armadillo will bring the Peely Peely story to life through television, cinema, OOH, digital outdoor, press, social, in-restaurant, consumer PR and e-CRM.

The campaign will also be delivered though immersive binaural radio – a first for McDonald’s.

Throughout the campaign, there will be close-to-real time dynamic data feed updates, showing the total number of prizes won on a regional and national level across digital outdoor, local press, digital, social and a bespoke TV spot during a Britain’s Got Talent ad break.

Luke Boggins Creative Director, Leo Burnett London said:

It’s that time of year again.  Monopoly’s back at McDonald’s… It’s Peely Peely time and we’re making sure that Monopoly is the only thing you want to do next lunch break…

Ben Fox, Marketing Director of Brand & Experience at McDonald’s said:

Monopoly is a well-established and much loved promotion with our customers. As a responsible business, this year we have removed the ‘go large’ incentive, increasing the number of stickers provided for a medium Extra Value Meal to ensure customers receive the same opportunity to win regardless of their order. In addition, for the first time, customers will receive Monopoly stickers on carrot bags and side salads as well as our Big Flavour Wraps.

People absolutely love the Monopoly game at McDonald’s and we wanted to celebrate the joy of peeling!

Peely Peely gives fans a chance to share their love, and reminds those who know Monopoly, but haven’t played in a while, not to miss out. We’re excited to see this come to life across all platforms especially with our first ever binaural radio ad as well as a social campaign that brings our customers into the storyline. Do you Peely Peely?

OMD were responsible for media, The Marketing Store for game experience, partnerships, visual identity and animation, social and digital, Armadillo for e-CRM and Red Consultancy for PR.

Credits

Agency: Leo Burnett London

Agency contact: Alice Slade

Creative agency

  • Danielle Melia – Creative
  • Gary Lathwell – Senior Creative
  • Kate Tweed – Business Director
  • Jessica Lyons – Account Director
  • Felicity Davies – Senior Account Manager
  • Blake Field – Account Manager
  • Thomas Schofield – Account Executive
  • Callum Matthew – Account Executive
  • Helen Choonpicharn – TV Producer
  • Chaka Sobhani – Chief Creative Officer
  • Luke Boggins – Creative Director
  • Dan McCormack – Creative Director
  • Miles Dell – Project Manager
  • Jon Sloneem – Digital Director
  • Carl Juresic – Senior Digital Planner
  • Rory O’Neill – Senior Social Media Manager
  • Phil Horton – Producer/Director

Client name

  • Ben Fox – Marketing Director Brand & Experience
  • Sam Houlston – Marketing Manager
  • Stephanie Storey – Senior Brand Manager
  • Emma O’Neill – Assistant Brand Manager
  • William Bonaddio – Social Media Editor in Chief
  • Louise Page – Head of Campaigns and Communities

Planner/CSU Director

  • Will Butterworth – Strategy Director
  • Charlie Phillips – Planner

OMD/Talon

  • Jo Butler – Executive Business Director
  • Lucy Johnson – Client Leadership Associate Director
  • Grant Beckley – Client Leadership & Business Intelligence Manager
  • Jamie Callaghan – Connections Planning Associate Director
  • Tom Kirkham – Connections Planning Associate Director
  • Alex Neary – Activation Associate Director
  • Sophia Menelaou – Activation Manager
  • Pete Amiri – Activation Manager
  • Vicky Marshall – Account Director
  • Dilki Weerakoon – Account Manager
  • Bea Spring – Connections Planning Manager
  • Ediz Osman – Activation Associate Director
  • Sophie Worton – Activation Manager
  • Jack Kinnear – Activation Manager

The Marketing Store (Game Experience & Visual Identity Agency, responsible for Game Experience, Partnerships, Visual Identity and Animation, Social and Digital)

  • Stephen Bushe – Creative Director
  • Dan Fitzpatrick – Senior Designer
  • Lilly Chambers – Senior Designer
  • Ben Parsons – Creative Head, Motion
  • Ivan Brouttet – Motion Graphics Art Director
  • Melissa Shergold – Junior Art Director
  • Danielle Grogan – Copywriter
  • Carl Fisk – Digital Designer
  • Claire Rae – Group Account Director
  • Bryony Ashman – Account Director
  • Lucille Pfeiffer – Senior Account Manager
  • Laura-Jane Archer – Senior Account Manager
  • Amy Hoffbrand – Senior Account Manager
  • Account Manager – Josie Waller
  • Laura Serrano Galicia – Account Manager
  • Account Manager – Sloane Hamilton
  • Account Executive – Rose Butcher
  • Jeanette Butler – Head of Games Operations
  • Rina Gandhi – Games Operations
  • Paul Buckle – Senior Partnerships Manager
  • Senior Culture Strategist – Megha Sthankiya
  • Social Strategist – Georgie Gayler
  • Kat Burns – Project Manager
  • Chris Brooks – Digital Project Manager
  • Axel Murillo – Digital Project Director
  • Technical Delivery Manager – Dimith De Alwis
  • Creative Technology Director – Hils Jakison

Armadillo – e-CRM Agency

  • Steve Jefferys – Client Services Director
  • Becky Howell – Senior Account Manager
  • Rebecca Naydorf-Hannis – Senior Account Manager
  • Fiona Craig – Planning Director
  • Rob Pellow – Digital Experience Director
  • Nicholas Blake – Head of Data
  • Luke Collins – Planner
  • Carolyn Carswell – Senior copywriter
  • Ella Johnson – Lead Designer
  • Shane Withers – Digital Operations Manager
  • Steve Brailey – Lead Developer

Red Consultancy – PR

  • Georgie Chapman – Senior Consultant
  • Lucy Hird – Associate Director
  • Sophie Kinsella – Account Manager
  • Juliette Alexander – Associate Director
  • Lena Ofosu-Apeasah – Senior Account Executive

Production company: Biscuit

Post Production: Framestore

Director: Michael Downing

Audio Post Production: Sam Robson – 750MPH

McDonald’s has run its business in the UK since 1974 and currently operates just over 1,300 restaurants across the UK. McDonald’s is one of the UK’s largest private sector employers, employing over 130,000 people. It is estimated to provide 70,000 jobs to young people aged 16-25, making it one of the largest employers of young people in the UK.

Publicis Communications is one of the four solutions hubs of Publicis Groupe, alongside Publicis Media, Publicis.Sapient and Publicis Healthcare. Publicis Communications unites the Groupe’s creative offering: Publicis Worldwide, Leo Burnett, Saatchi & Saatchi, BBH, Fallon, Marcel, Prodigious, a global production leader, and MSLGROUP, specialized in strategic communications. Present in 20 markets, Publicis Communications aims to be the indispensable creative partner in their clients’ transformation. Publicis Communications draws upon the expertise of over 30,000 employees.