| Title | SATURN SHOP CLOCK |
| Brand | SATURN ELEKTRO-HANDELSGES. MBH |
| Product/Service | SATURN WEBSHOP |
| Category |
A05. Use of Real-time Data |
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Entrant
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SERVICEPLAN Munich, GERMANY
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Idea Creation
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SERVICEPLAN Munich, GERMANY
|
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Production
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MARKENFILM CROSSING Hamburg, GERMANY
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Additional Company
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HMMH MULTIMEDIAHAUS Bremen, GERMANY
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Additional Company 2
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HASTINGS AUDIO NETWORK Hamburg, GERMANY
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Additional Company 3
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GOLDFUCHS Hamburg, GERMANY
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Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Alexander Nagel |
Serviceplan |
Executive Creative Director |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Michael Wilk |
Serviceplan |
Executive Creative Director |
| Franz Roeppischer |
Serviceplan |
Creative Innovation Director |
| Lorenz Langgartner |
Serviceplan |
Creative Innovation Director |
| Tom Meifert |
Serviceplan |
Creative Director |
| Oliver Weber |
Serviceplan |
Copywriter |
| Marko Savic |
Serviceplan |
Art Director |
| Holger Roth |
Serviceplan |
Art Director |
| Holger Roth |
Serviceplan |
Art Director |
| Thomas Wiegand |
Serviceplan |
Art Director |
| Karoline Schomberg |
Serviceplan |
Account Manager |
| Dr. Alexander Monagas |
Serviceplan |
Customer Consulting Account Supervisor |
| Jonas Menze |
Serviceplan |
Art Assistant |
| Tristan Baumgartl |
Serviceplan |
Art Assistant |
| Andreas Precht |
Freelancer |
Programmer |
| Benedikt Betz |
Markenfilm Crossing |
Creative Producer |
| Benedikt Betz |
Markenfilm Crossing |
Creative Producer |
| Jan Finck Barboza |
Hastings Audio Network |
Music Producer, Sound Design |
| Felix Koziol |
Goldfuchs |
Animation, Special Effects |
| Carsten Zerahn |
Goldfuchs |
Animation, Special Effects |
| Andreas Precht |
hmm |
Consultant |
| Anno Strodthoff |
hmmh multimediahaus |
Unit Director |
| Nicole Bässler |
hmmh multimediahaus |
Project Management & Operations |
The Campaign
SITUATION:
SATURN is one of Germany’s biggest tech retailers, with a range of more than 230,000 products. While the competition tries to lure customers in with one-off deals, then sell other more expensive products, SATURN doesn’t necessarily offer the cheapest price every time, but promises that consumers will save money overall when they shop at SATURN regularly.
INSIGHT:
Every time we check our smartphones we see the clock widget: on average 150 times a day.
IDEA:
To demonstrate that SATURN has the best deals all the time, we simply linked time itself to the Saturn database:
The SATURN Shop Clock. A smartphone clock widget where the time is matched with the prices of the best deals from SATURN’s gigantic database.
For example: at 09:35, you get a TV for 935€, at 16:17 a camera for 1617€.
It’s a useful tool based on a simple database function, but with a great consumer benefit: every time you check the time, you might save money.
40,000 downloads (in the first two weeks), with 150 smartphone interactions per user and day. This makes 6 Mio. direct sales opportunities for SATURN every day.
Some deals even sell out in the 60 seconds available.
With the SATURN Shop Clock, SATURN is now present directly on the world’s most seen screen: the home screen.
The SATURN Shop Clock uses a simple database function to create a great consumer benefit: it displays the best deals from SATURN’s gigantic database when their price matches a point in time, meaning: every time you check the time, you might save money.
With this, SATURN is present directly on thousands of users’ home screens, providing a strong benefit. With 40,000 plus downloads and up to 150 contacts per user and day, this results in up to 6 Mio. contacts – every single one a potential sales opportunity.
The data strategy was simple: we simply extracted all products with a price in between 1€ and 2359€, without 60€ to 99€, 160 to 199€ and so on.
The SATURN database also provides data on the RSP and price development as well as crawled live data on competitors’ prices.
Based on these criteria, the deals with the best customer value were chosen along with backups and linked to the widget. As pricing in online retail s highly dynamic and can change within minutes, depending on the market, we synchronized with the SATURN database in hourly intervals, and again shortly before every deal event.
From a design perspective, the SATURN Shop Clock was crafted as a useful and well designed tool. Since people wouldn’t install a flashy sales banner, the design is rather subtle than hard-selling: users can customize the color of the widget to fit their individual homescreen background image.
The Shop Clock widget is not for casual shoppers, but for the target group of people who are always looking for the best deals, which is especially big in Germany.
The SATURN Shop Clock widget was promoted through owned media – website and app, as well as SoMe.