Title | SUPER MARC |
Brand | EDEKA |
Product/Service | PRODUCT VARIETY |
Category |
A01. Consumer Goods |
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 |
Project 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 Social & Influencer?
We teamed up with improv-musician, artist and influencer Marc Rebillet to create and perform a song that celebrates the variety and weirdness of Germany’s best-assorted supermarket EDEKA. Working closely together on composition, look and feel, as well as seeding it through Marc’s own social media accounts, we created an authentic piece of meme culture, that not only showcases EDKEAs variety, but appreciates Marc’s character and art, as well as his fanbase.
Background
Germany’s best-assorted supermarket, EDEKA, wanted to create an online film, communicating all of their giant product variety at once. But with more than 60,000 products, EDEKA offers three times more products, than the average German’s vocabulary. Since language couldn’t comprehend EDEKAs variety, we turned to music to make people feel and remember the sheer variety of EDEKA.
Describe the creative idea (30% of vote)
Let’s make people FEEL the endless variety they can find at EDEKA: By turning our products into music. For that, we wired up an entire supermarket into a giant synthesizer – and have it played by the only musician, who could even play the weirdest fruits and vegetables: Internets home-grown talent Marc Rebillet.
Describe the strategy (20% 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. In releasing the music video not just on corporate channels, but Marcs own accounts, we wanted to seed it as organic as possible – spending little to none media costs.
Describe the 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.