Mediamarkt: Rabbit Race [image]

Credits & Description:

Agency: Ogilvy Germany Frankfurt, Germany
Client: Media Markt
Product: Media Markt
Entrant: Ogilvy Germany Frankfurt, Germany
Title: Rabbit Race
Product/Service: Media Markt
Idea Creation: Ogilvy Germany Frankfurt, Germany
Media Placement: Um Frankfurt, Germany
Media Placement 2: Plan.Net Munich, Germany
Production: Endemol Germany Gmbh Cologne, Germany
Production 2: Cine Plus Production Service Berlin, Germany
Production 3: Mmc Studios Koeln, Germany
Production 4: Media Sound And Pictures Offenbach, Germany
Additional Company: Ralph Hargarten Hamburg, Germany
Additional Company 2: Pop. Hamburg, Germany
Additional Company 3: Media Markt Management Ingolstadt, Germany
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy Germany)
Executive Creative Director: Felix Fenz (Ogilvy Germany)
Creative Director, Copywriter: Sascha Dudic (Ogilvy Germany)
Art Director: Joschka Wolf, Markus Guenther, Sebastian Kamp, Hendrik Frey, Constantin Camesasca, Tobias Ostry, Christopher Bueers (Ogilvy Germany)
Creative Director, Art Director: Nico Ammann (Ogilvy Germany)
Copywriter: Christian Urbanski, Tobias Roeben, Katharina Haller, Bent Kroggel, Thorsten Buesser (Ogilvy Germany)
Art Buyer: Caroline Walczok (Ogilvy Germany)
Illustrator: Leo Dakik (Freelancer)
Photographer: Ralph Hargarten (Bransch Europe)
Agency Producer: Oliver Kraege (Ogilvy Germany)
Director: Mark & Andrea Achterberg (Endemol beyond GmbH)
Editor: Baris Zencirli (MMC Studios)
Editor: Gunnar Ohlenschlaeger (MS&P GmbH)
Editor: Mathias Koehler (Ogilvy Germany)
Visual Effects: Sebastian Berresheim, Sebastian Schaefer, Peter Janoschka, Sascha Amic, Iris Tessun, Linda Karakas, Joerg Dittmar, Thomas Flechel (Freelancer)
Film Producer: Sascha Rustmeier, Chris Mueller (Endemol beyond GmbH)
Performer/Artist: Frank Buschmann (Freelancer)
Technical Director: Jens Steffen (Ogilvy Germany)
Application Engineer: Ralf Zimmermann, Robert Georgi (Ogilvy Germany)
Brief Explanation
The briefing was an Easter related 5% discount promotion. But instead of another dull sales campaign, we wanted to create a promotional live marketing event that outshines every other Easter campaign throughout Germany: The Rabbit Race.
The campaign was based on generating earned media on a big scale, basically by activating customers all over Germany to shop at Media Markt first, then drawing them (by the chance to win) in front of their TV screen and get fascinated and entertained by our branded content. In case of a win, customers had to collect their voucher at the store, creating another need for a purchase. The whole campaign created a lot of awareness and multiple activational impulses on three different occasions in just one stroke.
Three races were shown live during prime time on the 9 biggest private TV stations , as well as online on YouTube's front page, Bild.de (Germany's biggest online newspaper) and MediaMarkt.de. To participate, customers could shop at Media Markt on three days before the three races. In order to win a voucher with 50% worth their purchase, the number of the victorious bunny had to match the last number of the customer receipt. So, instead of giving a 5% discount to everybody, we gave every tenth customer 50% of his money back, while creating tons of content.
The Rabbit Race was a revolutionary twist to an otherwise boring 5% discount sales promotion. We came up with a live sports event, broadcasted online and on the biggest private TV stations in Germany. Instead of another promotional ad we created an entertainment program for the whole family.
The Rabbit Race was teased and presented like a real major sports event, with a famous German sports anchor presenting live from a specially built racing arena. The event was framed in reports, background stories and celebrity portraits of every participating bunny, as well as press conferences and behind the scenes material. The whole production was set to be enjoyable to watch - despite being a sales promotion – and was leading to great awareness without being perceived as advertising in the first place.
The Easter Bunny Race turned Media Markt from biggest German electronic entertainment retailer to biggest entertainer over night, creating a never before seen and revolutionary live marketing event that Media Markts target group enjoyed to watch, follow and share.
The results:
21 Mio. live viewers.
+ 250 Mio. overall campaign net reach.
+18.2% customer increase.
+25% increase in sales
+324% interaction and +40% more followers on facebook.
+ 208% more followers on Twitter.
- #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions.
- 90% of live viewers said they were felt well entertained