Title	CASHIER SYMPHONY
Brand	EDEKA ZENTRALE
Product/Service	EDEKA ZENTRALE
Category	A07. Use of Events and Stunts
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY

Name	Company	Position
Jens Pfau	Jung Von Matt Ag	Deputy Executive Creative Director
Peter Stroeh	Jung Von Matt Ag	Managing Director
Robert Herter	Jung Von Matt Ag	Creative Direction
Thimon Machatzke	Jung Von Matt Ag	Art Direction
Anna Lichnog	Jung Von Matt Ag	Copywriter
Kyra Nenz	Jung Von Matt Ag	Copywriter
Jannik Endemann	Jung Von Matt Ag	Producer
Florian Laufenberg	Jung Von Matt Ag	Project Manager
Patrick Hammer	Jung Von Matt Ag	Account Director
Claas Meineke	EDEKA ZENTRALE AG/Co. KG	Director Brand Communications
Anja Tirtey	EDEKA ZENTRALE AG/Co. KG	Communications Manager

Brief Explanation

Despite what many people may expect, the Christmas time resembles more of a nightmare than a romantic time to reflect. People are stressed, trying to buy last minute presents and groceries. It’s no surprise that supermarkets are cramped – especially at the checkout counter. That’s why EDEKA, Germany’s leading supermarket chain in the premium segment, wanted to turn shopping into a less stressful experience and get customers into a relaxed Christmas mood. The result was the first Christmas concert played by nine EDEKA checkout counters: The EDEKA Cashier Symphony.

Results and Effectiveness

– Views worldwide until Christmas 2014: over 18 million. – Views worldwide in total: over 30 million. – In the last weeks of 2014 the online video generated so many views that it was ranked number 5 in the YouTube advertisement charts 2014. – On Facebook 546.670 views were generated within the first 5 days of December. – Shares: Over 44.000. – Like-rate: 96%. – Age cluster 18-34 years: 42% of the views were generated by the young target group – (which equals 10 million views). We generated an equivalent of 1.5 million Euro in earned media on the basis of a low sixdigit media budget.

Creative Execution

We re-programmed the checkout counters so that when scanning a product every counter played a different note on the musical scale. We trained the cashiers in such a way that they could scan the products in the right order necessary to create the Jingle Bells melody. We repeated the concert several times a day and documented it in a 2-minute online film, which summarized the magical atmosphere in the store. At the same time it served as an ECard to share with friends and family.

Insights, Strategy and the Idea

Christmas is first and foremost about one thing – sharing. That's what everybody intends, that’s what everybody loves – that's why we made sharing an integral part of our strategy. To ensure that the idea develops its full potential, we orchestrated a special launch for the video. A well-compiled pool of bloggers and influencers was instructed to post the video across their available platforms simultaneously. Consequently, we managed to create an initial buzz for the film that turned into a media frenzy all over the globe.