THE EURONICS-FREE-THE-TREE-CHRISTMAS-COMPETITION
| Title | THE EURONICS-FREE-THE-TREE-CHRISTMAS-COMPETITION |
| Brand | EURONICS DEUTSCHLAND |
| Product/Service | CONSUMER ELECTRONICS |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
JUNG von MATT Berlin, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
Credits
| Till Eckel |
Jung Von Matt AG |
Executive Creative Director |
| Johannes Hicks |
Jung Von Matt AG |
Creative Director |
| Arndt Poguntke |
Jung Von Matt AG |
Creative Director |
| Pieter Snoeck |
Jung Von Matt AG |
Creative Director |
| Martin Cornet |
Jung Von Matt AG |
Copywriter |
| Julia Lackermayer |
Jung Von Matt AG |
Copywriter |
| Christopher Kümmerer |
Jung Von Matt AG |
Art Director |
| Chris Kock |
Jung Von Matt AG |
Art Director |
| Graphic Designer |
Jung Von Matt AG |
Marie Riedl |
| Editing Facility |
Jung Von Matt AG |
Sascha Gerlach |
| Editing Facility |
Jung Von Matt AG |
Christina Gwercher |
| Managing Director |
Jung von Matt AG |
Daniel Adolph |
| Account Director |
Jung Von Matt AG |
Stephanie Zink |
| Senior Account Manager |
Jung Von Matt AG |
Tatjana Zittlau |
| Account Manager |
Jung Von Matt AG |
Nadine Falk |
| Production Company |
Ufomammoot Gmbh |
|
The Brief
Christmas: The time when hearts are full of joy, and media is full of advertising for electronic consumer goods. Since EURONICS doesn’t have a media budget like its main competitors, our target was to create a promotion which grabs the audiences´ attention and still draws their interest on our products and the brand. Of course: In a Christmassy - and playful way.
Campaign Success
The Free the Tree Competition clearly indicated on the brand and the product range. It ran throughout the whole christmas time (starting at the beginning of December) and stopped at the end of december with New Year resolutions for our audience.
Describe the success of the promotion with both client and consumer including some quantifiable results
In the first three days 10 millionen tree needles were clicked. Almost 8.000 trees were defoliated. 1 out of 4 visitors tried it more than once. The average time spent on the site was 12 minutes. And last but not least: Thousands of users have shared the competition on Social Media.
Explain why the method of promotion was most relevant to the product or service
The Free the Tree Competition aimed at an immediate participation of our target group: Free the tree from its needles. A promotion which had the users interact with the brand and products in a playful way.