Title | SUPER MARC |
Brand | EDEKA |
Product/Service | PRODUCT VARIETY |
Category |
B06. Innovative Use of Influencers |
Entrant
|
EDEKA ZENTRALE AG & CO. KG Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
JUNG VON MATT Hamburg, GERMANY
|
Production 2
|
WHITE HORSE MUSIC Hamburg, GERMANY
|
Production 3
|
ZAUBERBERG PRODUCTIONS GMBH Berlin, GERMANY
|
Credits
Jens Pfau |
Jung von Matt NEXT ALSTER |
Managing Creative Director |
Anna Lichnog |
Jung von Matt NEXT ALSTER |
Executive Creative Director |
Sebastian Schnell |
Jung von Matt NEXT ALSTER |
Creative Director/Art |
Anna Cringle |
Jung von Matt NEXT ALSTER |
Art Director |
Simon Schaffhöfer |
Jung von Matt NEXT ALSTER |
Copywriter |
Lennart Schmidt |
Jung von Matt NEXT ALSTER |
Junior Art Director |
Ieva Povilauskaite |
Jung von Matt NEXT ALSTER |
Intern |
Charlotte Whalen |
Jung von Matt NEXT ALSTER |
Intern |
David Voss |
Jung von Matt AG |
Senior Producer |
Florian Laufenberg |
Jung von Matt NEXT ALSTER |
Client Service Director |
Simon Zinserling |
Jung von Matt NEXT ALSTER |
Account Director |
Dorith Stiefelhagen |
Jung von Matt NEXT ALSTER |
Projekt Manager |
Nadin Lefkeli |
White Horse Music |
Managing Director |
Shari Hosseini |
White Horse Music |
Creative Music Strategist |
Jonas Schroeter |
White Horse Music |
Student Assistant/Music |
Marc Rebillet |
Marc Rebillet |
Artist |
Why is this work relevant for PR?
For years, EDEKA communicated „variety“ as their key brand message. But there was one growing target group, that EDEKA left out so far: The young, social media community on TikTok, Reddit and Instagram. A sphere, that creates its own content and entertainment, and rejects traditional advertising tropes. That’s why we publicly teamed up with artist Marc Rebillet to communicate EDEKAs variety in an authentic manner. Through Marc’s honest interaction with the online community, as well as rival supermarkets, we created an organic buzz on every major social media platform, that turned our target group into a fanbase.
Background
With over 60,000 products, EDEKA is Germany’s largest and most diverse supermarket, in which no wishes remain unfulfilled. The selection is outstanding – especially when it comes to specialties and products for different eating styles. But people seem to forget that – and buy the same things over and over again.
The brief: to remind Germany of the sheer diversity of EDEKA, with a creative implementation that sticks in the mind and lets the whole nation talk about it.
Our objective: To transcend traditional pre-roll advertising, by creating an authentic experience, that captures the feel and humor of an ad-sceptical community.
Describe the creative idea (20% of vote)
We wanted to make people FEEL the endless variety they can find at EDEKA by giving it a sound. In order to transforming products into music. We wired up an entire supermarket into a giant synthesizer – and had it played by a crazy musician, who could even play the weirdest fruits and vegetables: Internets home-grown talent Marc Rebillet.
Describe the PR strategy (30% of vote)
We knew that, in order to convince the ad-sceptical online community, authenticity was key. That’s why we did’t treat Marc Rebillet like a testimonial, but a creative partner. Working closely together on composition, look and feel, we created an authentic film, that not only showcases EDKEAs variety, but appreciates Marc’s character and art, as well as his fanbase. By jokingly implementing an especially weird German sour cream called „Schmand“, we wanted to improve the target group’s identification, giving them a strong reason to share and meme the sequence. In releasing the music video not just on corporate accounts, but Marcs own profiles, we wanted to seed it as organic as possible – spending little to none media costs. Marc was given complete freedom to interact with the online community and market competitors – creating an authentic communication experience.
Describe the PR execution (20% of vote)
We presented the idea to Marc Rebillet, knowing that he was the only person, that fitted our project both musically and charismatically. Over the next weeks, we composed an original song and worked on a visual concept.
After that, we wired up an entire supermarket for shooting. On set, Marc uploaded a photo of his #Supermarc Bathrobe – leaving people speculating about what Marc was doing in Germany. A few days before release, we published a short teaser of him playing the EDEKA theme on products. #Supermarc was released on June 30 on YouTube, Facebook, Instagram, Twitter and TikTok, on both corporate channels and Marc’s personal accounts. For days, Marc interacted with the community, even telling competitor LIDL to „fuck“ themselves, and announcing the „great German grocery war of 2021“.
List the results (30% of vote)
We received close to 20M views on every major social media network – along 2M new followers on TikTok. „#EDEKA” trended #1 on Twitter, „Schmand“ on #4. We organically made it into various subreddits such as r/funny, r/de and r/askagerman, with over 18.000 Likes on r/videos. The community produced memes, reaction videos, gifs and Spreadshirt templates, along with flooding our competitors with „Schmand“-Jokes. Celebrities such as Regie Watts, Fulda Borg, Daniel Thrasher, Til Schweiger and Jan Böhmermann shared our spot, along with international newspapers. Marcs engagement with fans and competitors led to even more schadenfreude and interaction, with people still commenting „Schmand“-related posts online months later.