The Brief

To take the traditional board game, Cluedo, and turn it into the Cluedo Family Edition. Families would become the characters and visit the reclusive millionaire Samuel Black’s mansion. It’s up to them to crack the case! Which one of their family members did it? Where? And with what weapon? Ransack the mansion for clues, ask cunning detective questions and leave no card unturned. Solve the murder first to win. The personalised board games make the perfect Christmas present as it brings the whole family together. Personalising the board games builds brand affinity as well as creating a physical item that customers can keep forever. Turning this brief into a live and interactive experience allowed families to create lasting memories, therefore enhancing the connection between the brand and consumers.

The Solution

We created a branded trailer that travelled around multiple Smyths toy stores and allowed people to have their Cluedo board games printed in-person in real-time. This experience drove footfall to the stores and created a unique interaction with the brand. The Cluedo personalisation tour travelled the nation between 22nd October and 28th November, giving friends and families the chance to create their very own version of the murder mystery classic. They became Miss Scarlett or Colonel Mustard within minutes! Uploaded photos of family members (even pets!) and we printed their personalised cards and even printed their family name on the Cluedo Family Edition box.