Title	RABBIT RACE
Brand	MEDIA MARKT
Product/Service	MEDIA MARKT
Category	A06. Events & Experiential (incl. stunts)
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

Name	Company	Position
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

Instead of another discount promotion, we came up with a TV and online format that is enjoyable to watch for the whole family, engages great customer interaction with the brand and created a major buzz throughout all media. Three races were broadcast as 2 minute live shows from out of a specially built TV arena, anchored by a famous German sports commentator and framed with five minutes of reports, press conferences and behind the scenes material before and after the race, as well as clips of exclusive background stories about each of the bunnies . This live marketing event was shown on the 9 biggest private TV station in Germany at prime time and online on YouTube, Bild.de (website of Germanys biggest newspaper) and MediaMarkt.de. We brought the news, online and offline magazines and bloggers together for a well attuned PR partnership. Customers, who shopped at Media Markt during the day could win back 50% of their money, if the bunny's racing number matched the number on their receipt. This major sports event directly activated customers all over Germany to shop at Media Markt first, then drew them (by the chance to win) in front of their TV screen to get fascinated by our highly attractive branded content. In case of a win, customers had to collect their voucher at the store, creating another need for a purchase. The whole campaign held a lot of PR value and created multiple activational impulses on three different occasions in just one stroke.

The Brief

The goal was to communicate a 5% discount in a new, content-driven live marketing event that was enjoyable to watch and let existing and new customers occupy themselves with the brand. The event served to draw attention, encourage customers to take part by shopping at Media Markt, watch the live race and in case of a win, return to the POS to receive a voucher, which creates another purchase activation. That's how a small sale promotion was turned into a marketing event, making Media Markt not just the biggest entertainment electronics retailer, but also the biggest entertainer in Germany.

Execution

The Rabbit Race was a live sports event, where 10 bunnies were competing in a race. A content format broadcasted live at prime time, on the 9 biggest German TV stations, as well as online on YouTube's frontpage, Bild.de (Germany's biggest online newspaper) and MediaMarkt.de. The three consecutive races was presented like a big sports event, with a famous German sports anchor presenting live from the race arena. The whole event was framed in reports, portraits of the racing bunnies, press conferences and behind the scenes material on social media and TV.

The Easter Bunny Race turned Media Markt from biggest German electronic retailer to biggest German entertainer over night, creating a never before seen and revolutionary live marketing event that Media Markts target group enjoyed to watch, follow and share. A content format broadcasted live at prime time, on the 10 biggest German TV stations, as well as online on YouTube's frontpage, Bild.de (Germany's biggest online newspaper) and MediaMarkt.de The result: 21 Mio. live viewers. + 250 Mio. overall campaign net reach. +18.2% customer increase. +250% interaction and +40% more followers on facebook. - #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions. Just under 14. Mio net reach of our PR measures in the print and online sectors.

The Strategy

Customers tend to go for the cheapest price and do not care much about the brand behind the prices. We wanted to create the desire to interact with Media Markt, to be entertained by its highly attractive branded content and to develop a feeling of involvement and emotional bonding towards the brand that stimulates a buzz about the campaign and Media Markt itself. To achieve a high PR value to our content, it was important to achieve a well atuned partnership across all media, including TV-stations, news websites, magazines, bloggers and Media Markt's social media channels.