Title	EXACTLY YOUR DOSE OF CHRISTMAS.
Brand	EDEKA
Product/Service	EDEKA
Category	C05. Customer Retail / In-Store Experience
Entrant	JUNG VON MATT Hamburg, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
Production	STERNTAG FILM Hamburg, GERMANY

Name	Company	Position
Jens Pfau	Jung von Matt	Executive Creative Director
Peter Ströh	Jung von Matt	Managing Director
Sebastian Schnell	Jung von Matt	Creative Director
Anna Lichnog	Jung von Matt	Creative Director
Giuliana Jelko	Jung von Matt	Senior Art Director
Ingo Otte	Jung von Matt	Art Director
Daniela Tiburg	Jung von Matt	Copywriter
Martin Grass	Jung von Matt	Copywriter
Jankel Huppertz	Jung von Matt	Executive Producer
Annika Pallentin	Jung von Matt	Account Director
Maik Siering	Sterntag	Executive Producer
Hanne Wodang	Sterntag	Producer
Niels Münter	Sterntag	Director
Juhani Zebra	Sterntag	DOP Lighting Cameraman
Bader El Hindi	Sterntag	Production Designer
Frank Niedorff	Sterntag	Production Designer
Heike Fademrecht	Sterntag	Costume Designer
Gregor Stitzl	Sterntag	1st AD
Anna Pokrywiec	Sterntag	Hair & Make Up
Sven Duncker	Deli Pictures	Editor

Why is this work relevant for Brand Experience & Activation?

EDEKA – Germany’s biggest supermarket chain – stands for diversity and offers EVERYONE EVERYTHING according to their taste. But at Christmas time, it seems impossible for every supermarket to please EVERYBODY. Some like it as Christmassy as possible, while others don’t even celebrate Christmas. What to do? EDEKA accepted the challenge – in the name of the perfect shopping experience for everyone.

background

Chocolate Santas, gingerbread and shiny decoration from September until December. That’s Christmas. In every supermarket. Every year. In a nutshell: There is no place that is Christmassy earlier, longer. And as we all need food every day, there is no place that we visit more frequently. This is great for those who can’t get enough of Christmas – but almost torture for those who don’t want to celebrate Christmas 4 months in a row. Therefore, EDEKA – was looking for a way to offer ALL its customers the perfect shopping experience. Every day. No matter, if they love Christmas or hate it.

Describe the creative idea (20% of vote)

To offer every one of its customers – from XMAS-lover to XMAS-hater the shopping experience they’d love, EDEKA came up with a spectacular roadshow, that made everyone decide for themselves: How much Christmas would you like?

Describe the strategy (20% of vote)

As the objective was to enable every single customer the shopping experience they’d like, it was of most important to be an in-store experience, where every single customer could take part. From small children to old people.

Describe the execution (30% of vote)

Via levers, every customer could choose a percentage of the amount of Christmas they would like. According to what the customer chose, the supermarket turned more or less into a winter wonderland. 0%: the Grinch’s favorite and no Christmas stuff at all. 20%: a touch of Christmassy food and decoration. 50%: a nice balance with the Christmas stuff we are all used to in supermarkets during Christmas time. 80%: the store begins to look A LOT like Christmas. 100%: a Christmassy spectacle far away from the ordinary Christmas decoration in stores ¬– the “enough” for those who never thought they could ever get enough of Christmas. For those who didn’t attend the roadshow, EDEKA posted a video showing the whole XMAS-range from 0%-100% online. Choosing a scene instead of watching the whole video, everyone was able to decide how much Christmas they would like.

List the results (30% of vote)

The result: Instead of being punched in the face by the – in winter – omnipresent power of Christmas, EDEKA customers were overwhelmed by the power of themselves. With more than 4,2 Million interactions, many many happy customers experienced their perfect dose of Christmas. That way, again they perceived EDEKA as a supermarket, that offers them exactly what they want – even beyond food and beverages.