Super Netto: SupermarCats

Credits & Description:

Brand: Netto Markendiscount
Corporate Name of Client: Netto Markendiscount AG und Ko.KG
Head of Client Services: Frank Apel
Client Account Director: Natalie Martens
Client Account Manager: Julia Matcak
Agency: Jung von Matt, Hamburg
Executive Creative Director: Dörte Spengler-Ahrens
Creative Director: Andreas Hilbig
Copywriter: Agathe Rzymkowski
Art Director: Valentin Tillian
Agency Producer: Dennis Wendt
Production Companies: Iconoclast Germany, Berlin/The Magic, Vilinus
Director: Brian Lee Hughes
Producers: Swantje Rummel/Tim Augustin
Director of Photography: Jallo Faber
Animation Company: LUG Animation und Bildgestaltung, Berlin
Editor: Robert Rzesacz
Music Production Companies: Not a Machine, Berlin
Description of the Project:
Briefing:
Netto, a German discount supermarket chain, wanted a viral video that would not only communicate their great prices, but also conquer the world – and new target groups in the German market.
Idea:
The answer to that brief was simple: meow! We brought the most popular cats of the world – pop icons like „Nonono-Cat“ or „OMG Cat“ – together for the first time ever. And let them shop at Netto!To do that we actually built a cat-sized Netto store (complete with hundreds of miniature products, shelves, shopping carts, supermarket lighting etc.) and trained actual cats to perform the tricks – all set to the soundtrack of cats meowing a catchy pop tune (a cover of Space’s „Magic Fly“).
Results:
A Facebook reach of 29 million, over 8 million views on youtube (as of July) and international press coverage well worth over 2 mio Euros – the Netto cats did what cats do: they took the internet by storm! And made Netto a hot topic not only in Germany, but across the globe.