Cluedo Family Edition
With tech-based toys and e-commerce dominating the market and COVID-19 profoundly impacting footfall, Hasbro approached Noonah to give one of their most famous names, Cluedo, relevance in an ever-competitive retail landscape.
At its core, Cluedo encourages players to become their inner detective and solve a captivating murder mystery. In a bold step forward, the Cluedo Family Edition transforms players from mere spectators of the game to integral characters. No longer are the players detached observers; they are the characters, the suspects, and the detectives themselves, all rolled into one.
Transforming players from mere spectators of the beloved board game to integral characters.
The Cluedo Tour provided a dynamic, face-to-face interaction that traditional marketing often lacks.
Noonah’s solution was to give consumers up and down the country a chance to meet the Hasbro team and create their own unique family edition of these classic board games. This campaign involved our live event printing technology housed in a branded horsebox, which toured the UK in the run-up to Christmas, allowing families to personalise the characters using their own photos and the box itself.
The interactive experience began with the customer scanning the QR code to open the custom web app on their phone. A seamless, hands-free experience, the cloud-based infrastructure ran on Noonah’s dedicated Personalize platform, which, through a fully branded and intuitive UI, led customers through a fun and engaging design journey. By uploading photos in real-time or from the camera roll, shoppers could add their family members (even pets) to print on stylised character cards. As well as printing their family name on the limited edition box, using state-of-the-art printers for an accurate, hard-wearing, fast process that left the ink instantly dry to avoid any smudging.
A major challenge was the ability to print to the original boards. Therefore, extensive R&D and custom parts were designed and built to allow both the original board and box to be personalised. Our special printers required zero downtime for adjusting between prints, which created a timely and seamless experience. The customer’s board games would be complete within minutes, ready to take home and enjoy playing with their families.
Noonah completely transformed an ordinary horse trailer into a custom-built Cluedo printing station to reach local families in Wales and South England between October and November 2021.
The horsebox was remodelled and kitted out with the latest product personalisation technology and wrapped with Cluedo artwork to build awareness as it was towed around the country. The trailer was pitched in the UK’s most popular Smyths Superstores. The Cluedo personalisation experience added to the connections made between the brand and consumers by transforming their family into the main characters of their favourite board game through a hands-free, immersive experience.
The branded trailer’s journey to various Smyths toy stores provided a dynamic, face-to-face interaction that traditional marketing often lacks. As families witnessed their very own Cluedo games materialise before their eyes, the brand became tangible, relatable, and unforgettable. This live experience breathed life into the concept, fostering a stronger affinity with the brand that extended well beyond the board game.
The Cluedo Tour, spanning from Warrington to Swansea, engages consumers across the nation, with many of them leaving glowing reviews. The horsebox featured in the local press in each of its destinations, while a social campaign using local micro-influencers had a ‘significant’ impact on footfall.
The Cluedo Family Edition stands as a pinnacle of innovation and connection. It showcases how a classic can be reimagined and made even more relevant by embracing personalisation and immersive experiences.
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