Leo Burnett London Gets Fans 'Peely' Excited for the Return of McDonald's Monopoly

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 touchpoints 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 and 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.

Full Credits

McDonald's - Client

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

Leo Burnett - 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

Will Butterworth – Strategy Director

Charlie Phillips – Planner

Media Agency - 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

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

e-CRM Agency - Armadillo

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

PR Agency - Red Consultancy

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

Director - Michael Downing

Post Production - Framestore

Audio Post Production - 750MPH