This multi-market piece used a mix of techniques including an Omnibus to size market penetration, a large Usage and Attitudes survey to uncover behaviours and brand associations. We then ran a series of 'board gamer' workshops to dig into new initiatives and product concepts for the game


We identified that despite being a classic board game, the client needed to modernise, innovate and advertise to get back onto people's radar and to update its brand image by highlighting the strategic elements of the game. We provided clear guidelines for a new brand campaign