Scrabble is a standard board game worldwide which celebrated its 60th birthday last year. With 100 millions of boxes sold throughout 121 countries in 29 languages, it was then the most sold letter game ever.Despite this success, Scrabble was mostly seen as an elitist and outdated game. Its play dimension was in a constant slow down.

Eventually, the penetration rate was already high in France, and therefore the brand had to recruit (new) young families.

First thing was to redefine the ambition of the brand. To achieve this repositioning, we used a new strategic tool designed by the agency: the Big Ideal.A « Big Ideal » is: the explosive crossing between the Brand’s Best Self and a strong cultural societal issue. For Scrabble:SCRABBLE’S BEST SELF Scrabble creates great moments of fun around words.+ CULTURAL ISSUE Words are in great danger, with text messages, poorly spelled e-mails, ominous images and less vocabulary.= BIG IDEALThe world would be better if we rediscovered the magic of words.From then on, a great creative idea emerged: staging the accidental encounters between words which take place during a Scrabble game, giving by chance birth to enchanting worlds.

The print campaign, launched as a one-time event in April 2008, was the start of a new campaign declined in TV and POS. It was used from October to December 2008, the most determining and relevant moment for Mattel to communicate.The first results of this campaign showed a sales growth of +18% (source: Mattel).