Category: Retail and E-Commerce, including Restaurants
Advertiser: MEDIA MARKT
Product/Service: MEDIA MARKT
Agency: OGILVY GERMANY
Media Agency: PLAN.NET, Munich, GERMANY
Chief Creative Officer: Michael Kutschinski/Dr. Stephan Vogel (Ogilvy Germany)
Chief Creative Officer: Matthias Storath (Ogilvy Germany)
Creative Director: Uwe Jakob/Helmut Meyer (Ogilvy Germany)
Art Director: Jan Schulz/Klaus-Martin Michaelis/Albert Chan/Andreas Wagner (Ogilvy Germany)
Copywriter: Bent Kroggel/Lisa Reissner/Manuel Rentz (Ogilvy Germany)
Design: Jan Schulz/Klaus-Martin Michaelis/Serge Blechschmidt (Ogilvy Germany)
Technical Director: Jens Steffen (Ogilvy Germany)
Application Engineer: Ralf Zimmermann (Ogilvy Germany)
Account Management: Yves Rosengart/Jonas Bailly/Nadine Ries/Eva Hoffmann (Ogilvy Germany)
Banner Production: (Plan.net Campaign Erste)
Advertiser´s Supervisor: Karsten Kuehn (Redblue Marketing)
Media placement: Online Banner - www.bild.de - 14th October 2011
Insights, Strategy & the Idea
The brief: The introduction of Media Markt’s new price system "Daily Lowest" which should clearly stand out from regular online banners.
Creative Execution
A new advertising format was developed in co-operation with Germany’s most popular online daily newspaper (bild.de). This type of banner had never been seen before. In a box typical cheap offers are wrestling for attention. Then a hand removes the whole bild.de page, shakes the special offers out of the banner box and replaces the page with the empty box. A link follows through to daily low offers at Media Markt as proof of the new transparent price system.
Results and Effectiveness
With a click rate of 7.85 % and 1,500,000 clicks all expectations were surpassed. The average banner click rate in this segment is around 0.5 %.