Branded entertainment in Germany is restricted only when it comes to public TV broadcasting stations.
Results
EDEKA is Germany’s largest food retailer and very popular with older people, but somehow lacks sexiness when it comes to younger target groups – although EDEKA’s own product brand offers great quality at a very reasonable price. We wanted to make younger people aware of that – and refresh the supermarket’s image in the public.
So we started a campaign that did nothing but celebrate EDEKA and its products – without being blunt advertising: We produced a viral music video starring Berlin artist Friedrich Liechtenstein, giving EDEKA and its products some serious swag. Or, in other words, making it „supergeil“ (German slang for „super horny”).
We linked to our content on Facebook, twitter and the client’s homepage. In addition we spread it on blogs that are known within the target group to maximise the viral potential. Bloggers, international buzz portals and the web community did the rest. The video shortly became a sensational phenomenon. It was played on the german music TV channel VIVA and shortly became a sensational phenomenon. Countless cover versions were made including Germany's former football champion Werder Bremen and RTL, Germany's biggest TV broadcaster, which made it's own supergeil weather forecast.
„Supergeil“ became the most shared food retail campaign worldwide. 7.5 million Euro earned media value, 1.8 billion global impressions with over 8 million views within the first weeks made it the most successful German viral campaign ever.
TV, press and radio reported about the campaign and played our song. It was featured on sites like buzzfeed, mashable or collegehumor.
People loved the campaign – and even created their own versions of the song. Public awareness rose by 50%, sales of the EDEKA brand increased by 11 %. And EDEKA is no longer known for being old-fashioned, but for being “Supergeil” instead.