| Title | RABBIT RACE |
| Brand | MEDIA MARKT |
| Product/Service | MEDIA MARKT |
| Category |
F01. Mobile Advertising |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Media Agency
|
UM Frankfurt, GERMANY
|
|
Production Company
|
ENDEMOL BEYOND Cologne, GERMANY
|
|
Production Company 2
|
TRO GMBH Duesseldorf, GERMANY
|
|
Production Company 3
|
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 |
Creative Execution
Online banners teased and streamed the three 2-minute races live from the specificially built race
arena, during prime time, with 5 minutes of enjoyable coverage prior to and after the race. The
whole broadcast was hosted by a famous German sports commentator and included star portraits,
press conferences and behind the scenes material of the bunnies. The live sports event and tons of
additional content could be viewed throughout any tablet/smartphone device on the go.
approx. 400.000 online 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.
Media Markt is the biggest electronic retailer in Germany, famous for it's loud, humourus and wacky
campaigns.
In the move of developing more content driven campaigns, Media Markt always seeks for
advertising that playfully involves customers online and offline and is enjoyable to watch and share.
The brief contained a rather dull Easter related 5% discount promotion that we raised to a
revolutinary, content-driven live marketing event, broadcasted as a livestream on several online
banners on high-traffic websites, on Youtube's homepage and (only the 2 minute race) on the 9
biggest private German TV stations.
The idea:
A live sports event, where 10 bunnies were competing in a race.
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.