Sebastian Berresheim, Sebastian Schäfer, Thomas Flechel, Peter Janoschka, Sascha
Visual Effects
Plan.Net Media 1, Munich
Media Agency, City
Cine plus Production Service GmbH, Berlin
AVID
Thomas Hesse
Media Markt
Advertiser's Supervisor
The Brief
The briefing was an Easter related 5% discount promotion. But instead of
another dull sales campaign, we wanted to create a promotional live
marketing event that outshines every other Easter campaign throughout
Germany:
The Rabbit Race.
Three races were shown live during prime time on the 9 biggest private
TV stations and turned into a betting game. To participate, customers
could shop at Media Markt on three days before the three races to win a
voucher with 50% worth their purchase back. So, instead of giving a 5%
discount to everybody, we gave every tenth customer 50% of his money
back, while creating tons of content.
Campaign Success
The Rabbit Race was teased and presented like a major sports event,
with a famous sports anchor presenting live from a specially built race
arena. The event was framed in reports, background stories and star
portraits of every participating racing bunny, as well as press conferences
and behind the scenes material. The whole production was set to be
enjoyable to watch, regardless of the weaved in sales promotion, leading
to great awareness without being perceived as advertising in the first
place.
Once the event draws attention to a customer, it is encouraging to take
part by shopping at Media Markt, watching the live race and in case of a
win, returning to the POS to receive a voucher, which creates another
activation for a purchase.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Easter Bunny Race turned Media Markt from biggest German
electronic entertainment retailer to biggest 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.
+ 208% more followers on Twitter.
- #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions
Explain why the method of promotion was most relevant to the product or service
The Rabbit Race was a revolutionary twist to an otherwise dull 5%
discount sales promotion for easter. We came up with a live sports event,
broadcasted online and on the 9 biggest private TV stations in Germany.
Instead of another promotional ad we created an entertainment program
for the whole family.
The campaign was based on generating earned media on a big scale,
basically by activating customers all over Germany to shop at Media
Markt first, then drawing them (by the chance to win) in front of their TV
screen and get fascinated and entertained by our 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 created a lot
of awareness and multiple activational impulses on three different
occasions in just one stroke.