What happens when big-name celebrities, a timeless board game, and a splash of creativity collide? You get Scopely’s new ad titled “Go Friends Scatter” for Monopoly Go.
Created by agency Omelet, the campaign features a star-studded lineup that includes Jason Momoa, Keke Palmer, Chris Pratt, and Will Ferrell as the voice of Mr. Monopoly, as they bring the game to life.
Rolling out across TV, streaming platforms, and social media, the campaign has been making its mark during major events like Monday Night Football, the Macy’s Thanksgiving Day Parade, and NBC’s holiday specials.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- The :30 “Go Friends Scatter” saw the star-studded cast of characters stand out to American viewers as the Single Best Thing about the creative at rates well above (nearly 3X) the average video game ad over the past year:
- However, this did not negatively impact viewer perceptions of the game itself, as 60% reported an increased likelihood of purchase (+9 pts over norm), with 85% successfully recalling Scopely (unaided).
- The ad outperformed category norms in most performance areas, standing out particularly for its Watchability and Attention-getting qualities. The creative also showed broad appeal across most age/gender targets.
- However, this did not negatively impact viewer perceptions of the game itself, as 60% reported an increased likelihood of purchase (+9 pts over norm), with 85% successfully recalling Scopely (unaided).
- Viewer sentiment on the spot was largely positive, with comments revealing the connective success of the Nostalgic game itself, along with the Funny presentation and Exciting play:
- Some viewers expressed Dislike/objections to the costly in-game aspect of playing Monopoly Go while for others, the ad was missing some information. Many expressed Curiosity about the game while some Love It reactions were expressed among those who already play.
Sample comments on “Go Friends Scatter” :30
“Monopoly go is a great app that has a lot of great stuff that I like. It has cool graphics and games I want to play. Levels are fun to play with people online across London, France etc.”
Male 36-49
“Monopoly was my childhood. And if you could get AQUAMAN to be in your ad, I have high hopes for Monopoly Go.”
Male 16-20
“I loved the ad because everyone loved Monopoly. Top that off with the fact they used the actor from a DC movie, which is awesome to catch a lot of attention.”
Male 21-35
“It had great graphics, music, and visuals but really needed a tagline. Also wondering if it is a game you can play on a phone, laptop, or only a gaming system? That is what I am wondering when it comes to this ad because that was not explained.”
Male 36-49
“As someone who has played Monopoly Go, it definitely is a really fun game, but it requires a lot of in-game purchases with money I don’t have, which can cause the game to level up painfully slow.”
Female 21-35
“It’s got a lot of really well-known characters, people, and actors and makes it look fun and interesting – makes you want to download the game and play it.”
Female 36-49
“I don’t have enough info from the ad… I would like to know if it’s a multiplayer game where you can play online with friends.”
Female 36-49
“I like Monopoly Go anyways, but it was comical to see these actors in the commercial. Made me laugh.”
Male 36-49
- The ad’s appeal was clearly stronger among less frequent gamers, suggesting the brand target the spot to broad gen pop media rather than media frequented by gamers only:
- iSpot media measurement reports a strong favoring of the :30 “Go Friends Scatter” in linear support since launch (through 12/2/24).
- There is potential for Scopely to optimize the budget (or expand reach) by placing more support against the :15 spots, if consumer intent tests out to be as strong as it was for the :30 (testing is recommended to confirm).
- iSpot media measurement reports a strong favoring of the :30 “Go Friends Scatter” in linear support since launch (through 12/2/24).
- “Go Friends Scatter” found a very positive audience across American income level, and whether or not children were present in the household, benefiting from the highly Nostalgic game itself:
- “Go Friends Scatter” :30 compared favorably to other family/sports video game ads released over the past 90 days, particularly given that competitive titles appealed to a broader audience of gamers:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: Omelet