The Scrabble 2012 campaign focuses on some very famous phrases. The only thing is, because these print ads are for a board game that involves words, the phrases have been tweaked slightly. Instead of spelling them out verbatim, the tiles are cleverly used to represent a synonym for the most important word in the sentence. For instance, instead of "Houston, we have a problem," the Scrabble 2012 campaign substitutes in the word "conundrum."
Conceived and executed by Ogilvy, an ad agency based in San José, Costa Rica, the Scrabble 2012 campaign also makes some fun pop culture references involving The Beetles and Marilyn Monroe. As playful as the board game is, the campaign cleverly shows that people can expand their vocabulary playing it.
The Scrabble 2012 campaign was are directed by Roberto Leiton.
Revamped Famous Phrases
The Scrabble 2012 Campaign Shows the Game Improves Player's Lexicon
Trend Themes
1. Creative Advertising - The Scrabble 2012 campaign showcases the use of clever and artistic advertising techniques, presenting an opportunity for businesses to explore innovative and engaging ways to promote their products or services.
2. Gamification - The campaign highlights how a board game like Scrabble can be a fun and engaging activity, suggesting potential for businesses to incorporate game elements into their marketing strategies to increase customer interaction and participation.
3. Language Learning - By emphasizing vocabulary expansion through playing Scrabble, the campaign highlights the ongoing trend of people seeking ways to improve their language skills, presenting opportunities for businesses in the education or language learning industries to develop innovative tools or programs.
Industry Implications
1. Advertising - The Scrabble 2012 campaign demonstrates the potential for creative and unique advertising campaigns, encouraging businesses in the advertising industry to explore disruptive and attention-grabbing approaches to promote their clients' brands.
2. Gaming - The campaign's focus on gamification highlights the potential for the gaming industry to expand beyond traditional entertainment and explore new avenues where gaming elements can enhance user experiences and engagement.
3. Education - The language learning aspect of the campaign creates opportunities for the education industry to develop innovative language learning solutions that integrate gamification and interactive approaches to make learning more engaging and effective.