Thanks to the low Pound, Belgians could buy more than ever in London and now go to places that previously were too expensive for them. It is the feeling of being virtually rich.It is like playing Monopoly and being able to buy the most expensive streets on the board. So we played Monopoly throughout Belgium, and everybody was invited to participate.Bus shelter posters were used because of their urban location. Every single poster got a unique code, and people could buy a poster with virtual money via SMS. Like in Monopoly, owners won money when others tried to buy their street. The player who has earned the most after one week wins.The game was played on the streets but the scores could be followed online. Radio was used to announce the game.

Participation at the game was immediate and massive. After 3 hours, 80% of the posters in the Belgian High streets were sold. And sales got an immediate boost too: 61% up compared to the week before the campaign, and 75% up compared to the same period the year before. Game won against the crisis.