| Title | RABBIT RACE |
| Brand | MEDIA MARKT |
| Product/Service | MEDIA MARKT |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Contributing Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Contributing Company 2
|
TRO GMBH Duesseldorf, GERMANY
|
|
Media Agency
|
UM Frankfurt, GERMANY
|
|
Production Company
|
ENDEMOL BEYOND Cologne, GERMANY
|
|
Production Company 2
|
MMC STUDIOS KOELN, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Felix Fenz |
Ogilvy Germany |
Executive Creative Director |
| Nico Ammann/Sascha Dudic |
Ogilvy Germany |
Creative Director |
| Nico Ammann/Constantin Camesasca/Sebastian Kamp/Joschka Wolf/Hendrik Frey/Tobias |
Ogilvy Germany |
Art Director |
| Felix Fenz/Sascha Dudic/Bent Kroggel/Christian Urbanski/Thorsten Büsser/Tobias R |
Ogilvy Germany |
Copywriter |
| Yves Rosengart/David Wilfert/David Henkel/Marc Czymai |
Ogilvy Germany |
Account Management |
| Oliver Kraege |
Ogilvy Germany |
Agency Producer |
| Caroline Walczok |
Ogilvy Germany |
Art Buyer |
| Leo Dakik |
/ |
Illustrator |
| Ralph Hargarten |
Ralph Hargarten Represented By Bransch Europe |
Photographer |
| Mark Achterberg/Andrea Achterberg |
Endemol Beyond Gmbh |
Director |
| Baris Zencirli (mazen)/Gunnar Ohlenschläger (tvc/Kino/Ooh)/Sebastian Berresheim |
Endemol Beyond Gmbh |
Editor |
| Sascha Rustmeier/Chris Müller |
Endemol Beyond Gmbh |
Film Producer |
| Frank Buschmann |
/ |
Artist |
| Jens Steffen |
Ogilvy Germany |
Technical Director |
| Ralf Zimmermann/Robert Georgi |
Ogilvy Germany |
Application Engineer |
| Mathias Koehler |
Ogilvy Germany |
Avid |
The Campaign
The Rabbit Race was a revolutionary twist to an otherwise dull 5% discount sales promotion, that
created tons of enjoyable branded content, turning the biggest German entertainment electronics
retailer to biggest live entertainer over night.
For three months we trained 10 adorable bunnies to race each other in a live TV studio, anchored by
a famous German sports commentator.
Customers, who shopped at Media Markt prior to the three broadcasted races could win back 50%
of their money, if the bunny's racing number matched the number on their receipt.
This sports themed live marketing campaign was broadcasted on the 9 biggest private TV station in
Germany at prime time and online on the YouTube homepage, Bild.de (website of Germanys
biggest newspaper) and MediaMarkt.de
And with every race, more people were driven into the stores to take part in the game.
The goal was to offer funny and surprising entertainment first and thereby activate the customers to
take part by shopping on a race day. The whole campaign was teased up front as a major sports
event and was enjoyable to watch regardless of the weaved in sales promotion, leading to great
awareness and activation without being perceived as advertising in the first place.
21 Mio. live viewers.
+ 250 Mio. overall campaign net reach.
+18.2% customer increase
+250% interaction and +40% more followers on facebook
+ 208% more followers on Twitter.
- #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions.
The Rabbit Race turned Media Markt from biggest German entertainment electronics retailer to
biggest entertainer over night, creating a never before seen and revolutionary live marketing event
that Media Markts target group enjoyed to watch, follow and share.
The Rabbit Race
A content format broadcasted live at prime time, on the 9 biggest German private TV stations , as
well as online on YouTube's frontpage, Bild.de (Germany's biggest online newspaper) and
MediaMarkt.de.
The whole campaign was teased up front as a sports event that was framed in reports, portraits of
the racing bunnies, press conferences and behind the scenes material on social media and TV to
become earned media content everybody enjoys watching and participating in.