Think in Points

SCARBBLE: The dream factory

BACKGROUND
The Dream factory is more than a toy store, it is the largest supplier of board games to all toy stores in Kenya. Early in the year, they ordered a large stock of SCRABBLE 2024 edition but found no orders and a very few buyers in-store.

IDEA
To show the power of SCRABBLE we demonstrated that while rote teaches us cliches this board game adds a unique layer to using words effectively. To bring this to life, we flipped metaphors to show that scoring points is knowing when to use the right word effectively.

STRATEGY
In today’s digital age, Scrabble stands as a timeless treasure. Beyond mere gameplay, it’s a mental workout that sharpens vocabulary, encourages mature communication, and boosts confidence. Gathering around a Scrabble board, spelling out words, and the joy of creating words competitively to score more points offers tangible, face-to-face interactions away from screens and pixels.
Consumers coming to shopping malls needed to be reminded to reappraise the idea of buying a board game to spend meaningful time with children and as a family or a social group.

EXECUTION
5 Unique posters were created and placed in high footfall play areas and cafes in shopping malls to drive purchase to the store located within the same premises.