Piece #1

  • Rabbit Race Casefilm
  • Piece #2

  • Rabbit Race presentation board


Piece #1 - Rabbit Race Casefilm


Company:
Ogilvy Germany
Award:
AME Gold Medallion
Brand:
Media Markt
Title:
Rabbit Race
Country:
GERMANY
Competition:
use of discipline
Category:
integrated (mixed media)

Talent Credits

  1. Dr. Stephan Vogel - Chief Creative Officer
  2. Felix Fenz - Executive Creative Director/Copywriter
  3. Yves Rosengart / David Wilfert - Account Management
  4. N. Ammann/C. Camesasca/M. Guenther/J. Wolf/H. Frey/T.Ostry/Ch. Bueers/S. Kamp - Art Director
  5. B. Kroggel/T. Buesser/T. Roeben/C. Urbanski/S. Dudic/T. Buesser/K. Haller - Copywriter
  6. David Henkel/ Marc Czymai - Account Management
  7. Oliver Kraege - Agency Producer
  8. S. Rustmeier/C. Mueller @ Endemol beyond GmbH - Film Production Company
  9. Andrea & Mark Achterberg - Director
  10. Plan.Net / Universal McCann - Media Agencies

Campaign Summary

Media Markt is Germany’s largest consumer electronics retail chain and online shop. It is famous for its very loud, humorous, and sometimes wacky campaigns that always find new, groundbreaking ways to communicate, promote sales and PR. With the goal of developing more content-driven campaigns, Media Markt always seeks advertising that playfully involves customers and is enjoyable to watch and share. The brief encompassed a rather dull 5% discount promotion for the store’s Easter sale. We made: A content-driven, live marketing event that created tons of content. The Rabbit Race. Customers could shop at Media Markt before each race to win a 50% cash-back coupon for the value of their last purchase – but only if the winning bunny’s number matches the number on their receipt. To play along, customers had to shop at Media Markt first; then we brought them in front of the TV to willingly watch our earned content. If they won, customers had to collect their coupon at the store, creating an incentive for another purchase.



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