Easter Bunny Race
Media Markt Management GmbH
Issue 35 | June 2015
Ogilvy & Mather Frankfurt
Chief Creative Officer Dr. Stephan Vogel Executive Creative Director Felix Fenz Creative Directors Nico Ammann Sascha Dudic Art Directors Nico Ammann Constantin Camesasca Sebastian Kamp Joschka Wolf Hendrik Frey Tobias Ostry Markus Gu¨nther Christoph Buers Directors Mark Achterberg Andrea Achterberg Copywriters Felix Fenz Sascha Dudic Bent Kroggel Christian Urbanski Thorsten Bu¨sser Tobias Ro¨ben Katharina Haller Illustrator Leo Dakik Technical Director Jens Steffen Photographer Ralph Hargarten Artist Frank Buschmann
Agency Producer Oliver Krage Film Producer Sascha Rustmeier Chris Mu¨ller Art Buyer Caroline Walczok Print Post Production POP Film Production Endemol Post Production MMC Studios Music Production TRO GmbH Application Engineer Ralf Zimmermann Account Management Yves Rosengart David Wilfert David Henkel Marc Czymai
To encourage visitors to their stores over Easter 2015, Media Markt, Germany's leading electronics retailer wanted to run a simple 5% discount promotion.
Since every other retailer was running a similar promotion, Media Markt needed to do something different.
The idea was to turn every Media Markt receipt issued over the Easter break into a betting slip. On the slip was the name of a rabbit. Over the weekend, on three separate evenings live on TV and on YouTube, Media Markt staged rabbit races. These were two-minute events with the results published on Media Markt's website as well as that of Germany's largest newspaper. To get 50% of your total spend returned, all that was required was for your rabbit to win.
Rather than everyone getting 5%, every tenth customer could get 50% of their money back. And have some fun at the same time.
In the build-up to the races, every rabbit was made a celebrity and much content was created for rabbit race fans to share.
250 million people reached. Facebook engagement was up 259% and traffic to the stores increased by 18%.
There was a time not so long ago when top creative teams, indeed top agencies, would shun promotional advertising. It was all cheap and nasty money-off coupons. Now the Promo awards at Cannes are among the highlights of the week with some of the brightest and best in the industry showing how this category can not just drive brand scores of all sorts but massively influence sales.
Ogilvy Frankfurt has been quiet for a year or so but with this returns to form as a creative hot-house, taking what could have been yet another dreary exercise in coupon distribution and turning iit into a national event.
Will these Easter bunnies give the agency a Lion or two? I predict they will.