| Title | SUPERGEIL |
| Brand | EDEKA ZENTRALE & CO. |
| Product/Service | FOOD RETAILER |
| Category |
A01. CORPORATE REPUTATION & COMMUNICATION |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Media Agency
|
GFMO OMD Hamburg, GERMANY
|
|
Production Company
|
WHITE HORSE MUSIC Berlin, GERMANY
|
Credits
| Jens Pfau |
Jung Von Matt AG |
Creative Director |
| Tobias Grimm |
Jung Von Matt AG |
Executive Creative Director |
| Hans/Peter Sporer |
Jung Von Matt AG |
Creative Director |
| Henning Robert |
Jung Von Matt AG |
Creative Director |
| Thorsten Sievering |
Jung Von Matt AG |
Art Director |
| Thimon Machatzke |
Jung Von Matt AG |
Art Director |
| Patrick Hammer |
Jung Von Matt AG |
Project Co/Ordinator |
| Maren Schwedhelm |
Jung Von Matt AG |
Project Manager |
| Jannik Endemann |
Jung Von Matt AG |
Agency Producer |
| David Gruschka |
N/S |
Post Production/Editing |
| Elena Gruschka |
Jung Von Matt AG |
Casting/Production |
| Jakob Grunert |
Jung Von Matt AG |
Casting/Copywriting/Direction/Music |
| Raphael Beinder |
N/S |
Camera |
| Daniel Schoeps |
Jung Von Matt AG |
Copywriter/Music |
| Kyra Nenz |
Jung Von Matt AG |
Copywriter |
| Dirk Domcke |
N/S |
Lighting |
| Gerrit Winterstein |
White Horse Music |
Production |
| Steffa Superheilig |
N/S |
Styling |
The Campaign
EDEKA is Germany’s largest food retailer and very popular with older people, but somehow lacks sexiness when it comes to younger target groups. We wanted to change that and refresh the supermarket’s image in the public. So 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”). Within a few days Liechtenstein and the word “supergeil” were famous throughout entire Germany and even throughout its borders. Bloggers, international buzz portals and the web community just had one topic to talk about: Supergeil. The video shortly became a sensational phenomenon and the most successful German viral campaign ever, with more than 5 million views within the first week and features on renowned international buzz portals. People loved the campaign. Our target group did. And from now on, EDEKA is known as the supermarket that’s simply “Supergeil”.
The Brief
Younger people see EDEKA as a pricey and somewhat old-fashioned supermarket. We wanted to change that picture and refresh the supermarket’s image in the public.
Results
„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. Our target group did – 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.
Execution
We started a campaign that did nothing but celebrate EDEKA and its products – without being blunt advertising: We produced a online 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”).
The Situation
EDEKA is Germany’s largest food retailer and very popular with older people. But they somehow lack sexiness when it comes to younger target groups.
The Strategy
Instead of creating a TVC addressed to younger people, we wanted to create something that would spread on its own and really change people’s mind about EDEKA. So we decided to go viral with an online campaign nobody would have expected from a traditionalist company like EDEKA.