| Title | JERSEY SWAP |
| Brand | MEDIA MARKT MANAGEMENT |
| Product/Service | MEDIA MARKT |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Production Company
|
DOITY PRODUKTION Berlin, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Matthias Storath |
Ogilvy Germany |
Executive Creative Director |
| Bent Kroggel |
Ogilvy Germany |
Creative Director |
| Thomas Koch/Serge Blechschmidt |
Ogilvy Germany |
Art Director |
| Christian Urbanski/Sebastian Wolf |
Ogilvy Germany |
Copywriter |
| 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 |
| Doity Produktion Gmbh |
Doity Produktion Gmbh |
Film 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 Brief
During the World Cup 2014 soccer was the number one topic in social media. To stand out in a crowd, Media Markt needed an insight and an idea that really strikes home and starts a conversation.
Our approach: During the World Cup, like any other nation, Germans feel especially proud of their soccer 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.
Describe how the promotion developed from concept to implementation
We lured 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 they were not aware of was that the machine was rigged and the Italian jersey would be replaced with a German one. And the poor Italians were left utterly confused and devastated. We recorded the reactions of the fans and spread them on the social web.
Within an incredibly short time the spot went viral and was picked up by international press and bloggers.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
Media Markt’s communication principle is: be honest, be funny and attract attention. By reflecting the issues and emotions that move the customers we stay in peoples mind. So our viral did: With it’s polarizing story it addressed a topic of current interest. It led to a heated discussion and made Media Markt the most talked about topic in the Social Web during the World Cup.