Title	SATURN SHOP CLOCK
Brand	SATURN ELEKTRO-HANDELSGES. MBH
Product/Service	SATURN WEBSHOP
Category	B02. Mobile Apps
Entrant	SERVICEPLAN Munich, GERMANY
Idea Creation	SERVICEPLAN Munich, GERMANY
Production	MARKENFILM CROSSING Hamburg, GERMANY
Additional Company	HMMH MULTIMEDIAHAUS Bremen, GERMANY
Additional Company 2	HASTINGS AUDIO NETWORK Hamburg, GERMANY
Additional Company 3	GOLDFUCHS Hamburg, GERMANY

Name	Company	Position
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

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, creating: 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.

Creative Execution

Pricing in online retail is highly dynamic and can change within minutes, depending on the market. A dedicated server checks the SATURN 230,000 products database once every hour, gathering all products whose price matches a time, from 00:01 = 1€ to 23:59 = 2359€. The offers with the best value, taking in account RSP, competitors’ prices and price development in the past, are chosen along with up to three backups. 10 minutes before every time event, the price is re-checked and, if it changed in the meantime, exchanged for the backup. On average, there are more than 200 deals available every day, which means one product every 8 minutes. On special sales occasions like Black Friday, special dynamic offers are created to increase the frequency up to a product every minute.

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 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.