Category: Ambient Media (Large Scale)
Advertiser: MEDIA MARKT
Product/Service: MEDIA MARKT
Agency: LEAGAS DELANEY SHANGHAI
Creative Director: Kevin Lee/Adams Fan (Leagas Delaney Shanghai)
Art Director: Zhanglei/Kevin Lee/Tianli Liu (Leagas Delaney Shanghai)
Copywriter: Adams Fan/Sisi/Ryan Falch/Kit (Leagas Delaney Shanghai)
Designer: Ling Meng/Rowan Tang (Leagas Delaney Shanghai)
Typographer: Kevin Lee/Zhanglei (Leagas Delaney Shanghai)
Photographer: Meethepeople (Meethepeople)
Programmer: (Profero Shanghai)
Agency Producer: Lydia Liu (Leagas Delaney Shanghai)
Postproduction: (Attic)
Editor: Tanli Liu/Kevin Lee (Leagas Delaney Shanghai)
Motion Graphics: Tanli Liu/Attic Post (Leagas Delaney Shanghai)
DOP: Adams Fan/Kevin Lee (Leagas Delaney Shanghai)
Account Servicing: Edward Dai/Jacob Johansen (Leagas Delaney Shanghai)
Media placement: Outdoor - Outdoor - Jan.1, 2012
Media placement: Website - Website - Jan.1, 2012
Describe the brief/objective of the direct campaign.
Media Markt needed a Chinese New Year campaign. Our insight is that Chinese want to start the New Year with good luck and a new haircut is one way to bring luck. Media Markt also wanted to get lucky by driving people into the stores. Our promotion let customers decide how much they wanted to cut the prices.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
All they had to do was cut their hair. The more they cut, the more we cut. We let everyone know about our promotion via outdoor and social media.
Explain why the creative execution was relevant to the product or service.
We launched the campaign in social media sites and with outdoor posters. People then came into our stores to participate in the promotion. Photos and video organically spread around. Once the promotion finished, we released a film to reinforce the fun of our client’s brand.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over two weeks 8,345 people participated in the promotion and sales jumped by 58%.