| Title | CHEAP QUEEN |
| Brand | KAUFLAND |
| Product/Service | KAUFLAND DEALS |
| Category |
E07. Use of Original / Licensed / Adapted Composition |
|
Entrant
|
MASSIVEMUSIC BERLIN GMBH, GERMANY
|
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
MYPONY Hamburg, GERMANY
|
Credits
| Djawid Hakimyar |
MyPony GmbH |
Director |
Why is this work relevant for Entertainment?
Who said hip-hop anthems and supermarket deals are not a happy marriage?
Nobody. Why? Probably because nobody ever thought about it before.
This is a clear example of how to reach younger target groups with bold and modern concepts.
Using an own hip-hop song to advertise supermarket deals that brings recognition value.
Background
For German hypermarket chain Kaufland, MassiveMusic Berlin was asked to create an authentic girl-power rap track to reach younger target groups with a bold and modern concept.
What did the song need to have? A naughty attitude, heavy beats, and some serious guuurl energy.
Describe the creative idea
What we wanted to convey through music is the feeling of finally being able to afford everything that fires the imagination of the customer. In the protagonist’s fantasy, we show what she could still treat herself to if she no longer had to look after her money. Because hey, it is always fantastically cheap at Kaufland.
Describe the strategy
We wore our shiniest bling bling gear and, together with Hamburg-based rap collective VibeKingz, we tried our best to create a killer rap anthem, borrowing elements from 90s/00s hip-hop while still making it sound fresh and modern.
Describe the execution
Together with Hamburg-based rap collective VibeKingz, we tried our best to create a killer rap anthem, borrowing elements from 90s/00s hip-hop while still making it sound fresh and modern.
The video, available on YouTube, TikTok, Facebook and Instagram, features a Kaufland shopper, who imagines living in luxury after saving money from shopping in Kaufland.
Describe the outcome
Thumping 808 Hip-Hop Beats
The result is a bangin’ music production for a sparkling campaign where the champagne flows freely and the bargains are too good to be true (yet, still true).