| Title | CASHIER SYMPHONY |
| Brand | EDEKA ZENTRALE |
| Product/Service | EDEKA ZENTRALE |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
Credits
| 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 |
The Brief
Goal 1: Reach as many people as possible in order to promote the brand.
Goal 2: Interact with the target group to strengthen the bond with the brand.
Goal 3: Strengthen the young digital fan community on YouTube.
Goal 4: Be highly efficient, in spite of the budget being very tight.
Campaign Success
Christmas, like no other time of the year, lives of melodies. People listen to it at home, on
Christmas markets, Christmas parties, just everywhere in that season. Thus, a Christmas
melody is a 100% safe way to address the seasonal mood and needs.
But how could we reinvent a typical Christmas melody to be surprising and attention
drawing? We reinvented the aspect that makes any melody unique: the instrument. And by
that, we brought Christmas to the setting where we want it to be: our markets.
What came out was something like the biggest instrument ever: an alliance of nine EDEKA
check-out counters. Playing the most iconic Christmas melody “Jingle Bells” in a
completely new way – a way that was never heard, seen or felt before.
An entirely new interpretation, the ultimate modern Christmas symphony, directed by no
one else than: the cashiers of EDEKA.
Describe the success of the promotion with both client and consumer including some quantifiable results
Goal 1: Reach.
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.
Goal 2: Interaction.
Shared: Over 44.000 times.
Like-rate: 96%.
Goal 3: Rejuvenation.
Age Cluster 18-34 years: 42% of the views were generated by the young target group –
(which equals 10 million views).
Goal 4: Efficiency. We generated an equivalent of 1.5 million Euro in earned media on the
basis of a low six-digit media budget.
Explain why the method of promotion was most relevant to the product or service
EDEKA, Germany's leading supermarket chain in the premium segment, faced its annual
major communication challenge: generate maximum attention for the most important
business sale season in the food retail branch – Christmas.
In advertising high season, when people are literally bombarded with ads, it is a hell of a
job to get their attention.