Mediamarkt Digital, Case study Rabbit Race by Ogilvy & Mather Frankfurt
Mediamarkt: Rabbit Race
Awards:
| Cannes Lions, 2015 | ||
|---|---|---|
| MEDIA | USE OF MEDIA: USE OF BRANDED CONTENT & SPONSORSHIP | GOLD |
| PROMO AND ACTIVATION | PRODUCT & SERVICE: RETAIL, E-COMMERCE & RESTAURANTS | SILVER |
| DIRECT | PRODUCT & SERVICE: RETAIL & E-COMMERCE, INCLUDING RESTAURANTS | BRONZE |
| Clio Awards 2015 | ||
| Direct | Product/Service: Other | Bronze |
| Engagement/Experiential | Product/Service: Events | Bronze |
| LIA (London International Awards), 2015 | ||
| Digital | Retail | Bronze Winner |
| Eurobest Awards, 2015 | ||
| Media | Product & Service: Travel, Leisure & Retail (incl. e-commerce & restaurants) | Gold Eurobest |
| Media | Use Of Media: Use of Branded Content & Sponsorship | Grand Prix |
| Media | Integrated Campaign: Use of Integrated Media | Gold Eurobest |
| Promo & Activation | Integrated Campaign: Integrated Campaign led by Promo & Activation | Gold Eurobest |
| Promo & Activation | Use of Promo & Activation: Use of Broadcast in a Promotional Campaign | Silver Eurobest |
| Cristal Festival, 2015 | ||
| Brand Entertainment & Content | Best use or integration of experiential events | Sapphire (Silver) |
| Brand Entertainment & Content | Best use of innovative distribution channels | Emerald (Bronze) |
| D&AD Awards, 2016 | ||
| Digital Marketing | Integrated Digital Campaigns | Wood Pencil |
| Media | Use of Integrated Media | Graphite Pencil |
| Media | Use of Branded Content | Wood Pencil |
| Ame Awards, 2016 | ||
| use of discipline | integrated (mixed media) | AME Gold Medallion |
| use of medium | guerrilla / alternative media | AME Gold Medallion |
| products & services | corporate | AME Gold Medallion |
| use of discipline | corporate image | AME Silver Medallion |
| One Show, 2016 | ||
| Direct | Consumer - Digital / Websites, Microsites & Banners | Merit |
| Cross-Platform | Consumer - Experiential Advertising / Events & Competitions | Merit |
| Print & Outdoor | Consumer - Ambient Media (Indoor & Outdoor) / Digital / Electronic | Bronze Pencil |
| Mobile | Consumer - Advertising on Mobile Devices / Banners | Merit |
| Cannes Lions 2016 | ||
| Creative Effectiveness | - | Silver Lion |
| Festival of Media Global Awards 2016 | ||
| MEDIA | Best Entertainment Platform | Gold |
Credits & Description:
Advertiser: MEDIA MARKT
Agency: OGILVY GERMANY
Geo: Germany
Art Buyer: Caroline Walczok(Ogilvy Germany)
Chief Creative Officer: Dr. Stephan Vogel(Ogilvy Germany)
Executive Creative Director: Felix Fenz(Ogilvy Germany)
Copywriter: Felix Fenz, Sascha Dudic, Bent Kroggel, Christian Urbanski, Thorsten Büsser, Tob(Ogilvy Germany)
Artist: Frank Buschmann(/)
Technical Director: Jens Steffen(Ogilvy Germany)
Art Director: Nico Ammann, Constantin Camesasca, Sebastian Kamp, Joschka Wolf, Hendrik Frey, T(Ogilvy Germany)
Creative Director: Nico Ammann, Sascha Dudic(Ogilvy Germany)
Agency Producer: Oliver Kraege(Ogilvy Germany)
Photographer: Ralph Hargarten(Ralph Hargarten represented by BRANSCH EUROPE)
Film Producer: Sascha Rustmeier, Chris Müller(Endemol beyond GmbH)
Editor: Baris Zencirli (Mazen), Gunnar Ohlenschläger (TVC, Kino, OOH), Sebastian Berresh(Endemol beyond GmbH)
Technical Director: Jens Steffen(Ogilvy Germany)
Illustrator: Leo Dakik(/)
Director: Mark Achterberg & Andrea Achterberg(Endemol beyond GmbH)
Application Engineer: Ralf Zimmermann, Robert Georgi(Ogilvy Germany)
Account Management: Yves Rosengart, David Wilfert, David Henkel, Marc Czymai(Ogilvy Germany)
Brief Explanation
Media Markt is the biggest entertainment electronics retailer in Germany. The brief contained a rather dull Easter related 5% discount promotion that we raised to a revolutionary, content-driven live marketing event, broadcasted live on the 9 biggest private German TV stations and online on
Youtube's homepage, Bild.de (website of Germany's biggest newspaper) and MediaMarkt.de.
The idea: A live sports event, where 10 bunnies were competing in a race.
Customers, who shopped at Media Markt prior to the three broadcasted races could win back 50% of their money, if the bunny's racing number matched the number on their receipt.
Results and Effectiveness
21 Mio. live viewers.
+ 250 Mio. overall campaign net reach.
+ 25% sales increase in stationary stores and +18.2% customer increase compared to the previous
2014 Easter campaign.
+250% interaction and +40% more followers on Facebook compared to first quarter of 2015.
+ 208% more followers on Twitter.
- #OsterhasenRasen generated roundabout 6.3 mio. impressions.
Creative Execution
The Rabbit Race was teased and presented like a major sports event, with a famous sports anchor presenting live from a specially built TV race arena. The event was framed in tons of branded content, reports, background stories and star portraits of every participating bunny.
This sports themed live marketing campaign was anchored by a famous German sports commentator, and broadcasted live from a specifically built TV race arena, on the 9 biggest private TV station in Germany at prime time and online on the YouTube homepage, Bild.de (website of Germany's biggest newspaper) and MediaMarkt.de
Insights, Strategy and the Idea
The goal was to communicate a rather unspectacular 5% discount promotion in a whole new, content-driven and entertaining live marketing event.
The event served to draw attention, encourage customers to watch the live race, root for their favorite bunny and take part by shopping at Media Markt. In case of a win, customers had to collect their voucher at the store, creating another need for a purchase. The campaign created a lot of
awareness and multiple activational impulses in just one stroke, making Media Markt not just the biggest German entertainment electronics retailer, but also entertainer in Germany.