Scrabble is a popular, classic board game in France but has a somewhat dated and dull image. That needed to be refreshed in order to appeal to the next generations of potential players.

We built again on the Beautiful Word campaign, where words meet in a game of Scrabble to create wonderful new ones. Under the crazy rules of Scrabble Trickster, we choreographed over 60 of the famous Scrabble tiles on the face of a vast building in Berlin. Costumed actors portrayed words in play, and a staged audience of 6-60 year-olds witnessed the wacky experience of playing Scrabble Trickster.

We built again on the Beautiful Word campaign, where words meet in a game of Scrabble to create wonderful new ones. Under the crazy rules of Scrabble Trickster, we choreographed over 60 of the famous Scrabble tiles on the face of a vast building in Berlin. Costumed actors portrayed words in play, and a staged audience of 6-60 year-olds witnessed the wacky experience of playing Scrabble Trickster.

The campaign was launched on November 1st on TF1 with a series of three 5s films that aired during the afternoon to create anticipation of the 60s film revelation that ran just before the TF1 evening news. Following the campaign launch, three 15s films will continue to run to recall for TV viewers the craziness of the new game’s rules. Each short film drives the captivated viewer to you.tube/scrabble where the play continues in a 3 minute long-version film.

- More than 500.000 views on Scrabble videos (YouTube + Vimeo).- YouTube masthead : 60.000 redirections towards Mattel websites.- Media web performance : 107 GRP – 37.6% coverage – 2.81 repetition.- Display YouTube = 33.6 millions impressions – 200.514 clicks – 0.60% clics rate - 403.118 viewed videos.- Google Home Page = 7.800.000 impressions.- Pre-roll video : 3.29% clics rate.- SEM : 761 720 impressions – 8.037 clics.- Global web results : 34.4 exposed people – 208.500 clics – 403.118 viewed videos.