| Title | JERSEY SWAP |
| Brand | MEDIA MARKT MANAGEMENT |
| Product/Service | MEDIA MARKT |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Production Company
|
DOITY PRODUKTION Berlin, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Copywriter |
| Matthias Storath |
Ogilvy Germany |
Executive Creative Director |
| Bent Kroggel |
Ogilvy Germany |
Creative Director |
| Thomas Koch/Serge Blechschmidt |
Ogilvy Germany |
Art Director |
| Yves Rosengart/Jonas Bailly/Nadine Ries |
Ogilvy Germany |
Account Management |
| Valerie Opitz |
Ogilvy Germany |
Art Buying |
| Oliver Kraege |
Ogilvy Germany |
Agency Producer |
| Slaughterhouse Gmbh |
Slaughterhouse Gmbh |
Post Production |
| Felipe Ascacibar |
Doity Produktion Gmbh |
Director |
| Florian Sack/Hauchwitz |
Doity Produktion Gmbh |
Editor |
| Till Strauss |
Doity Produktion Gmbh |
Film Producer |
| David Schlange |
Doity Produktion Gmbh |
Dop Lighting Cameraman |
| Matheis Casting |
Matheis Casting |
Casting |
The Campaign
During the World Cup, Media Markt – Germany’s number one electronics retailer – became one of the most talked-about topics on the social web.
To stand out in a crowd, we needed an insight that really strikes home and starts a conversation: During the World Cup, like any other nation, Germans start to feel proud of their football team and a friendly rivalry with other countries ensues. With the motto ”Schlandification – Cheer for Germany“ (“Schlandification” from DeutSCHLAND) we wanted the entire world to support the German team. Therefore we attempted to convert all fans into supporters of Germany.
With this little insight we created a highly impactful campaign that used the power of the social web: We lured Italian fans under false pretences into a laundrette. There they got to wash a load of laundry for free, on the one condition that they put their national football jersey into the washing machine. What these people were not aware of was that the machine was rigged and the Italian jersey would be replaced with a German one. And the poor Italian fans were left utterly confused and devastated. We recorded the reactions of the fans and spread the the film on the social web.
Within an incredibly short time the spot went viral and was picked up by international press and bloggers.
The Brief
The goal was to make Media Markt part of the conversation in the social web during the World Cup.
Results
We have found an insight that really strikes home and started conversation:
• #schlandisiert became Trending Topic #3 on Twitter.
• We had nearly 100,000 mentions on Facebook and Twitter.
• Our viral video reached more than 1.3 million views, 16 Million Media Impressions and was picked up by international press and bloggers.
Execution
We lured clueless Italian fans under false pretences into a laundrette. They got to wash a load of laundry for free, on the one condition that they put their national football jersey into the washing machine. What these people were not aware of was that the machine was rigged and the Italian jersey would be replaced with a German one. And the poor Italian fans were left utterly confused and devastated. We recorded the reactions of the fans and spread them on the social web.
The Situation
During the World Cup soccer is the number one topic in social media. To stand out in a crowd, we needed an insight and an idea that really strikes home and starts a conversation.
The Strategy
The insight: During the World Cup, like any other nation, Germans especially to feel proud of their football team and a friendly rivalry with other countries ensues. With the motto ”Schlandification – Cheer for Germany“ (“Schlandification” from DeutSCHLAND) we wanted the entire world to support the German team. Therefore we attempted to convert all fans into supporters of Germany.