Hype
Turn Your Searches Into Trees
Awards: Search Advertising (Gold)
Hype and Turkish search engine, Yaani, designed a campaign that turned search queries into trees. They wanted to increase the use of Yaani as a search engine while making Turkish citizens’ lives better. To do that, Hype designed a campaign where the promise was to plant 1 tree for each 100 searches conducted on Yaani.
OMD
Doritos Cool & Hot
Awards: Video Advertising (Gold)
Campaign summary
Our new product Doritos Cool & Hot was at first refreshing and then giving a hot sensation.
We had to interact with our consumers in order to have them experience the sensations.
1. Objectives and Strategy
We were inspired by the roller coaster experience in the main commercial to tell the boldness of our product. On mobile platforms, where we meet our target audience heavily, we offered an astonishing experience throughout our specifically created interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.
2. Execution and Media
Users can explore around by moving their mobile phones when virtually riding on Roller Coaster with our 360 custom mobile video.
To experience the feeling of refreshment which is our first sensation,
the whole screen was covered with ice and then the consumers were asked to break the ice by tapping the screen.
Then immediately; the whole screen was covered with the flames and asked the consumers to put out the fire again by tapping the screen.
We made our target audience to experience cool & hot loop to the fullest.
3. Creative
We were inspired by the cool and hot feeling of the product. With the virtual rollercoaster, users can explore around by moving their mobile phones with our 360 custom mobile video.
4. Innovation
Aurora is an interactive 360 video, in order to have our consumers interact with our product genuinely and maximize the user experience.
5. Results
During the video, users moved their phones 3 million times to break the ice and put out the flames.
Compared with similar interactive campaigns, 10 times more interactions were achieved.
87% of the viewers’s attention was on the screen.
We achieved 35% increase in ad recall, compared with our pre-mobile-campaign period.
Bruketa&Zinic&Grey
The Tunnel
Awards: Brand Advertising Campaign (Silver)
Campaign summary
Together with Adris, Croatia Osiguranje Insurance Company, Brigada and Millenium promocija, we organised a historical exhibition in a tunnel bellow Zagreb to mark the 133th anniversary of Croatia osiguranje Insurance Company. We were engaging the citizens to take an active part on an everyday basis and change the physical layout of the exhibition by adding their own historical accounts posting them on the social media with the hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory). Throughout 7 weeks we used digital channels to raise awareness, incentivise people to see the exhibition and take an active part, with the budget allocated for Facebook (15%), Instagram (8%), Google (11%) and Twitter (6%), and direct media buying on top sites (60%). We targeted all online users, making adjustments according to real-time results. Every week we came up with new creative ideas accommodated to suit different digital channels. The photographs of users not only composited the exhibition’s layout, but also generated content for further online and offline communication. The online campaign reached over 1.5 million people and exceeded the targeted number of photographs eventually received (5,370).
Objectives and Strategy
The agency’s task was to increase brand awareness, generate buzz and incentivise social media engagement. The objectives of the campaign:
The task was to showcase 133 years of the activity of Croatia Osiguranje Insurance Company in a creative and appealing way. The tunnel bellow Zagreb was turned into a multi-media project that is an exhibition spanning 13 decades characterised by interesting events, people and items from a specific historical period. Its specificity was allowing citizens to actively engage in compositing its layout over digital channels changing it on a daily basis and embedding bits and pieces from their own past. The project was foreseen as a historical account accommodating each and every one of us.
Execution and Media
The strategy was centred round digital media. They were used to raise awareness about the exhibition itself, incentivise people to go and see the tunnel and engage users to take an active part in the exhibition’s layout by posting their own photographs from the past on their own social media profiles with the hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory) and a short caption. The campaign took 7 weeks, with the budget allocated for Facebook (15%), Instagram (8%), Google (11%) and Twitter (6%), and direct media buying on top sites (60%). The digital campaign was used to post content in order to pique the interest of users, incentivise them to take an active part in the exhibition’ layout and become brand ambassadors. We targeted all online users, making adjustments according to real-time results.
Creative
The underlying idea for the launch of the campaign was raising awareness about the event itself. Throughout 7 subsequent weeks, to optimise the campaign and achieve best possible result, every week we came up with new creative ideas for different digital channels, adjusted to suit their own individual specificities. The photographs from the users’ past composited the exhibition’s layout on a daily basis and generated content for further online and offline communication.
Innovation
The exhibition was composited offline in real-time every day with online content posted the previous day (offline/online fusion). Custom messages were used to micro-target all people in close vicinity of the tunnel (>1km).
Results
Different communication channels were used to create effective synergy and huge media outreach. The online campaign reached over 1.5 million users and exceeded the targeted number of photographs. Eventually, the number of photographs received with hashtag #PovijestPisemoSami (#WeWriteOurOwnHistory) amounted to 5,370.
Number of ads: 1,264
Number of key words: 725
Number of video views: 290,000
FB engagement rate +366%
No. of shares +185%
The achievement rate by the objectives:
- Brand awareness: 500,000 users -> 300% achievement rate
- Number of photographs received: 3,000 - > 180% achievement rate
Borusan Otomotiv - BMW
BMW 4 Series Addressable TV
Awards: Programmatic Advertising (Silver)
Campaign summary
We run a data-oriented Programmatic Addressable TV campaign through HBBTV protocol. With the help of cross device technology it is supported with retargeting strategies through social media and web channels.
All creatives were actionable and user was able to engage with creative with TV’s remote control and expand creative to designed microsite and able to fill the form. All forms feed CRM system directly with the API connection between microsite and CRM.
Campaign used digital data sources such as website visitors, campaign clickers as a benefit of DSP’s cross device technology, and also used DSP’s targeting options such as city, frequency, time, creative targeting options and also optimized the campaign based on all possible variables and generated as much as possible forms. Also campaign optimized based on offline quality of each forms.
As a result, we aim to have a data-oriented, real time actionable and optimizable TV campaign and we designed campaign strategy according to our aim and had a very successful campaign with more than 800 forms generated through smart TV devices.
Initiative
Axe Starladder 2018
Awards: Native Advertising (Bronze)
Campaign summary
This project was aimed to increase the sales of our e-com shop with the help of further e-sports territory conquest. The collaboration with reliable partner – Starladder – provided us with standard branding options and also with unique native integration of promo code right inside the game graphics.
Objectives and Strategy
The main target of this project was to increase the sales of Unilever Axe DTC e-shop in Russia.
Earlier Axe made real the 3-steps conquest of e-sports territory: Team sponsorship, sponsorship of championship streams and large special project for wide gaming audience.
In 2018 we decided to increase the quality of our presence in Championships streams and used unique option of native promo code integrations right inside the game graphics – it was so native that viewers could easily define it as a part of ingame decorations.
Execution and Media
Axe used the familiar type of project, but with DTC shop support:
Creative
Our promo code wasn’t given to Target Audience right in the face – we gave them a hint, that they can find it during the match streams. It was made with the help of ingame graphic banners, that were similar to environmental elements, such as billboards, posters etc.
Innovation
Integration right in the game graphics is the deepest and most native way of advertising among e-sports fans audience. The nativeness of this integrations gave us positive feedback and successful campaign results
Results
Ekstra Bladet
Relevant content lead to massive impact with young women
Awards: Native Advertising (Bronze)
Campaign summary
Shero.dk was the perfect platform for Always to both reach and engage young women. The partnership resulted in overwhelming results – there is an increase of 65% in the target group who is, after the six months long campaign, using Always.
The campaign revolved around themes that would both enlighten and entertain about something all women face, menstruating.
This partnership between Always and shero.dk is a perfect example of what relevant content on the right platform can contribute with.
The set KPI´s for the campaign was to increase brand value and behavior (usage) within the target group young women – and the results were massive:
• Branding - 1 of 2 has got a much more positive view on Always
• Relevance – 276% increase in readers who believe Always is relevant to them
• Usage – 65% increase in young women using Always
Six months after this campaign ended, the partnership was renewed in a new and even larger scale, underling that shero.dk is the platform where young woman can be reached.
See our case video here: https://static.ekstrabladet.dk/bannerhtml/data/SALG/Shero/Shero_Always.mp4
1. Objectives and Strategy
Always wanted to be more present within the target group young women. This target group can be difficult to both reach and engage. Many no longer watch flow TV, neither do they read newspapers and the can be difficult to engage via social media.
Partnering with shero.dk, Always got the opportunity to both reach and involve that specific target group. Shero is a digital niche media aimed at young women between 18 and 25 years of age and is a niche media within Ekstra Bladet (Denmarks largest tabloid newsmedia).
2. Execution and Media
Shero.dk developed the campaign based on the premise: to break down the taboo on menstruation and at the same time strengthen the confidence of young women.
A native campaign involving six relevant themes were created, for each theme two articles and two videos were published. During a six months period, the six themes were executed and to support the native part, an ongoing display were executed as well.
3. Creative
Shero.dk created a campaign based on six relevant themes, a new theme for each of the six months:
1. Embarrassingly
2. Pain
3. It´s natural
4. The first time
5. It´s normal
6. Active during period
To involve the readers, each month two competitions were launched. Were the price was an "ultimate care package" with Always products, chocolate and jogging pants (and the users were crazy about participating).
During the third month of the campaign, shero.dk invited the readers to brunch followed by a movie, creating a moment where young female friends could spend time together.
4. Innovation
This partnership between Always and shero.dk contributed to break down taboos among our readers and it delivered beyond expectation on the set KPI´s. The key innovation was without a doubt the match between the scope of Always and the editorial approach by shero.dk
Both Always and their media agency were excited about the campaign:
“The aim of the campaign was to hit the young girls early, which succeeded as the Shero editorial team from the start understood our vision of the campaign. Shero made relevant and related content that has produced results much higher than expected.. " Johanna Troedsson, Nordic Assistant Brand Manager, Always
5. Results
The results were much better than expected. The campaign not only reached the target group, it also involved an activated them.
Our survey conducted among exposed / non exposed showed a massive effect on:
• Branding - 1 of 2 has got a much more positive view on Always
• Relevance – 276% increase in readers who believe Always is relevant to them
• Usage – 65% increase in young women using Always
The element of competition managed to create engagement, both in simply entering, but also with young women sharing their story. The campaign created in total 1.825 comments,
The native articles and videos were popular and many of them stayed at top10 stories at shero.dk for some time. The campaign reached 67% more article readings than expected.
What made this campaign so successful with both advertiser, agency and the loyal readers at shero.dk, was content that created value for all parts.
MediaCom
Akbank Jazz Festival | Adaptive Jazz Radio Campaign
Awards: Native Advertising (Silver)
Campaign summary
To promote Akbank Jazz Festival’s 28th anniversary and emphasize our motto, we focused on converting the city into jazz music and rovided our audience to location-based audio experience with using geo-fencing technology.
1. Objectives and Strategy
The most perennial jazz event in Turkey, Akbank Jazz Festival celebrated its 28th anniversary. In accordance with festival’s longstanding motto; ‘’Jazz State of the City’’, we developed an ‘’audio content’’ project which’s not only limited to concert areas.
2. Execution and Media
We collaborated with Turkey’s most listened online radio platform Karnaval and created a smart content sponsorship on jazz channel called JoyJazz closely followed by jazz lovers. Instead of linear radio broadcasting, we decided on creating a location-based experience for Jazz Lovers.
3. Creative
Research on neighborhoods of İstanbul and exquisite jazz stories led the project to focus on location-based podcast experience. Famous jazz pianist Kerem Görsev prepared compositions for 12 districts stand out from Istanbul’s jazz history.
4. Innovation
We presented our content with Geo-fencing technology befitting the motto of the festival. When the audience arrived at one of the 12 districts, they listened to the jazz podcast particularly produced and presented by JoyJazz announcer Barış Selimoğlu and Kerem Görsev for Akbank Jazz Festival branding.
5. Results
58,000 jazz lovers listened to our contents at related districts. With Karnaval App and social media, we reached 1.2 million people. Through the website and mobile app, Akbank Sanat brand users provided 4.5 million impressions in total. Thus, instead of linear radio broadcasting, we provided location-based experience.
Arena Media Spain
Pet Talks
Awards: Integrated Advertising (Bronze)
Campaign summary
Advance is a specialist pet food brand that had been mostly relying on veterinarians to prescript its products to pet owners. With the relaunch of their new positioning, they decided it was time was to focus on the pet owner to be their own prescriber, by empowering them with all the information regarding the science of dog and cat care.
Because, only by knowing and understanding our pets, we can give them the best for their health and wellbeing.
We did this by getting inspiration from TED TALKS: we created PET TALKS.
They did this by getting inspiration from TED TALKS and we created PET TALKS.
Because, only by knowing and understanding our pets, we can give them the best for their health and wellbeing.
We did this by getting inspiration from TED TALKS: we created PET TALKS.
They did this by getting inspiration from TED TALKS and we created PET TALKS.
5. Results
We garnered 52M impressions.
• The videos were viewed 15M Times
• VTR stood at 65%, that is 5% more than the objective we had set at the beginning. This is 240% more than the most successful campaigns showcased by Think with Google.
• The talks we posted got 1Million views and people watched for more than 5minutes on average, way over the average of 58 seconds established by Pressboard.
• We also got some free publicity with printed press and national TV talking about Pet Talks. This gave us 8M additional impacts, which allowed us to go over the objective by more than 200%
• We managed to innovate in the category and we repositioned the brand as expert, credible and close to its target. We also innovated in the way we relate with our consumers, we definitively managed to develop brand awareness in the minds of the consumers, not just the vets.
Wavemaker Turkey
RENNOVATIVE MEGANE SEDAN TEST DRIVE CAMPAIGN
Awards: Direct Response / Lead Generation Campaign (Silver)
Campaign summary
In an environment of changing consumer expectations and trends, we designed an instant way to book a test drive, that increases brand scores in this tech-smart, creative campaign. As we learned from consumer journey the most important target for automotive sector is leading potential customers to test drive. However, the hurry of modern life makes it harder. Therefore; we aimed to increase Renault Megane Sedan awareness and differentiate from other brands by changing classical test drive experience.
We included Renault Megane Sedan as a purchase category in ‘Getir’ which is an instant purchase app and created the world’s fastest test drive opportunity. With 30 cars and drivers located in top 30 interest&purchase rate locations of ‘Getir’, tapping on ‘Megane Sedan’ was all the users had to do to get test drive.
In teaser period, Getir sent push notifications to test Megane Sedan, helping us to gain 100 test drives without any media investment. At the launch, we invested on this project with digital media to keep it alive. We were organically the trending topic on Twitter within 20 minutes. Within a month, 519 test drives were actualized which was 10x more compared to all test drives of dealers in Istanbul.
1. Objectives and Strategy
From the Purchase Journey Analysis, we know that test drive is the last and most crucial step that triggers sales in automotive category, therefore Test Drive is the main KPI of our communication strategies.
The main barrier to taking a test drive is often time. So we made sure that this was no longer a problem. We partnered with Getir, an online delivery mobile app, to make the world's fastest and most convenient test drive experience ever.
2. Execution and Media
We built up a partnership with Getir; instant delivery mobile application, where you can get book a Megane Sedan test drive, at any time, to anywhere in İstanbul, in just 10 minutes.
All the user needed to do was to tap on to the Megane Sedan category on Getir mobile application and experience the actual test drive.
In order to monitor the progress in real-time, we have started our partnership with a 3 day teaser period and a launch period. In teaser period, we had no media investments. In the day of launch, real-time content follow-up was held in order to make necessary optimizations on social media, search strategy and test drives. After the launch, automobile influencers also experienced real-time test drives in order to increase buzz and this was shared through social media to ehhance the reach of the campaign.
3. Creative
The creative idea was delivering the instant test drive, itself. So Getir, was the only touchpoint that could deliver this experience as it is an instant delivery app.
4. Innovation
This idea is the future of test drive which is the main KPI and also main challange of automotive sector. There is a great reluctancy to go to Showrooms and make a test drive under heavy traffic in big cities. Thus; the average monthly rate of test drives of Megane Sedan considering all over Turkey (80 cities) was 100 test drives; whereas together with Getir partnership this was the daily number realised only in Istanbul. As a consumer you just click on a button of your cell phone and test drive opportunity comes to your home in 10 minutes with a dedicated assistant with a deep knowledge of product where you can ask all of your questions and get instant answer. That's the “Rennovative” way of test drive.
5. Results
On the 3rd day of soft launch, 100 test drives by real consumers were realized with no media investment.
On the launch day, with the power of real time content monitoring and creation we entered trending topic list organically within first 20 minutes and got 6 million reach.
We also gained organic PR coverage which led to 161% increase in our positive brand perception.
In 30 day period, 500 test drives were delivered with 74% positive comments.
With this project we did not only drove 10x higher business KPIs with a groundbreaking approach but we also changed consumers expectation from a test drive by our ‘Rennovative’ strategic approach.
Mindshare
Pharmaton TV Sponsorship Enhanced Interaction with Second Screen
Awards: Campaign Effectiveness (Bronze)
Campaign summary
Pharmaton significantly uplifted its brand metrics in 2018, thanks to a strategic sponsorship and second screen integration on Survivor and TV8 Second Screen app.
1. Objectives and Strategy
Pharmaton is a Multivitamin brand which commits both physical and mental performance and energy. Pharmaton’s main competitor is a brand with a heritage over 40 years. Even though Pharmaton has high top of mind awareness scores, trial scores were still relatively below targeted KPIs. Thus our objective was to increase trial scores, via highlighting Pharmaton's energy and performance benefits in occasions where being energetic and demonstrating high performance is the key for success. Since TV is the highest reach medium, we focused on partnering with an on-strategy TV show. Our definition of on strategy also included the viewers high involvement and active engagement with the content via second screen for mental performance to viewers. Another important fact in Turkey is that second screening while watching TV is over 70% and in order to create a strong behavioural change, generating trial, we needed the entire attention of the viewer.
2. Execution and Media
The most fitting partner that fit our strategy was TV8 and Survivor. Pharmaton became the "performance sponsor" of Survivor, supplemented contestants in order to increase their performance and rewarded the highest performers. Simultaneously, we have integrated a mini contest to TV8's mobile application called the "Second Screen", which has approximately 4 million active users and viewers consume additional content like behind the scene shootings, comment and vote about contestants etc. The contest challenged viewers with challenging questions regarding TV Show's content, contestants and important facts about physical performance. This way, we were able to inform the viewers further about the product benefits, while actively interacting with them and keeping their attention at max on both screens.
TV sponsorship lasted 4 months. On Second Screen app, we have run 6 contests in 2 weeks. The timeline of the second screen integration was towards the finale, where interactions get significantly higher.
3. Creative
Creatives across all channels focused on maximizing the benefit of Survivor sponsorship, like further engaging with consumers via using flagship statements of the contest in our social media announcements etc. Also we have revisited our airing plans to maximize the efficiency of this media partnership, via re-distributing spot plans in days where the show wasn't on air.
4. Innovation
We haven't used a "never been done before" technology in this campaign. What we did was to partner with an app that already has 4 mio active users and that enabled us to interact with users at zero platform development cost. The answers we have gathered from the second screen contest also gave us valuable insights about the known and unknown benefits of the product and people's definition of "performance" and what they expect from a performance enhancing multivitamin.
5. Results
We have reached 50% of our target audience (20+ ABC1). We have interacted with +200k unique users with the Second Screen contest. According to TV8 data, Pharmaton's interaction rate was X2 higher vs average interaction rate of second screen integrations.
Pharmaton's annual media investment declined sharply by 30% in 2018 vs 2017. Survivor sponsorship, second screen integration and digital usages announcing the integration was first used in 2018.
Brand metrics are regularly tracked by Ipsos and after the campaign, purchase intent increased by 11%, trial increased by 13% and regular (12months ongoing) users increased by 22%. This has been the most successful period for Pharmaton in Turkey.
Ipsos research also shows, 39% of the people recall Pharmaton as Survivor’s sponsor. This is significant because the show has 6-7 different sponsors in a show. Thanks to high contextual relevancy of Pharmaton's sponsorship, we were the most benefited brand from the sponsorship.
LDV United
Breastfeeding Extras
Awards: Branded Content (Bronze)
Campaign summary
Breastfeeding away from home, makes more and more mothers feel uncomfortable. They receive negative comments, are asked to ‘do it somewhere else’ and feel embarrassed. The Belgian organization ‘Kind en Gezin’ wants breastfeeding to be something normal again. To do this, they invented ‘Breastfeeding Extras’: mothers that breastfeed their babies in the background of popular television programs, series, movies, video clips.
By bringing breastfeeding back into popular culture, our Extras are making breastfeeding truly part of everyday life again.
1. Objectives and Strategy
Breastfeeding has always been one of the most beautiful and natural things in the world. But times have changed. More and more breastfeeding mothers receive complaints for their “indecent behaviour” and are being sent away from restaurants, parks or shops
‘Kind en Gezin’, a Belgian governmental organisation that supports young parents and nurseries, wanted to make breastfeeding normal again. How? By bringing it back into popular culture. Because the more you see breastfeeding, the more normal it becomes.
So, we came up with something new: breastfeeding extras. Breastfeeding extras are just like any other extras in television, except for one thing: while they’re acting, they’re breastfeeding. By showing more breastfeeding moms on television, we’ll change public opinions that it is strange to breastfeed a baby in public. By doing so, moms nurturing their babies will be accepted again, no matter where they are taking care of their little one.
2. Execution and Media
In order to convince production houses to work with our Breastfeeding Extra’s, media attention was key in order to get the conversation rolling.
So, we did something quite unusual. We’ve created a very special online casting agency, featuring nothing but Breastfeeding Extra's. This way, moms could feasibly volunteer on our online platform to become an extra themselves and production houses could easily book extras for their film set. We’ve launched an online film introducing the agency and its purpose to show more breastfeeding moms in public.
3. Creative
We used the power and reach of influencers on social media to inspire volunteers to spark the public conversation. The press loved the surprise and reported on Breastfeeding Extras on online news sites, the radio and even on television. This way, they pressured production agencies into hiring a Breastfeeding Extra for their recordings. The agencies were charmed by the idea and soon after, some of Belgium’s biggest TV-shows booked a Breastfeeding Extra. Following the reappearance of our Breastfeeding Extras on television, we received a second and third wave of both on- and offline PR.
4. Innovation
Breastfeeding Extra’s are a unique approach to get breastfeeding incorporated in popular media, without placing them directly in the spotlight. It’s by their subtle appearances in the background, that they underline how ordinary it is to breastfeed a baby in public.
So, we created the first casting agency of its kind, creating opportunities for both volunteers as for production houses to help break the taboo on breastfeeding. All this, without a single euro spent on paid media.
5. Results
It was an unusual approach and it worked. After only one week, 10.000 people have visited our casting website. Even better, 497 of our visitors subscribed to become a Breastfeeding Extra. That’s a conversion rate of 5%.
Besides, with no media budget, we managed to get a reach of 20 million and €686.000 in free ad value. A number that will only keep on growing with every Breastfeeding Extra appearing on primetime television.
Our first Extras have already made their debut in big shows like ‘Familie’, ‘De zonen van Van As’ and ‘De Buurtpolitie’. The Flemish Audio-visual Fund even decided to become a supporting partner. Moreover, Breastfeeding Extras are going off-screen, appearing in two famous Belgian comic books, ‘Kiekeboe’ and ‘De Buurtpolitie’, reaching an even more diverse audience.
And so, episode by episode and show by show, our Breastfeeding Extras are proving that breastfeeding is truly part of everyday life.
Wavemaker Hungary
Heroes of Sales – the first shoppable online comedy
Awards: Branded Content (Silver) and Video Advertising (Silver)
Campaign summary
How can a brand differentiate itself on a market with pure price promotion messages in a way that builds the brand and the image, serves the strategic, marketing and business goals, create something unique and entertain people at the same time?
Our answer was the Heroes of Sales – the first shoppable online comedy. A genre-maker and innovative Media Markt original webseries with 15 episodes. Nothing like this was published on the Hungarian market, and it is also the first content from which viewers can shop online through a special programming.
Actors are Media Markt’s own workers, and a MediaMarkt shop serves as a venue for the series. The story is fully consistent with the brand, and it is dominated by the shop and the products.
The series could reach 1,1 million views in 6 weeks, among 5.5 million internet-users, gained thousands of positive feedbacks in social media and realized 50K EUR revenue in the webshop from the unique, special built-in promotion offers.
Heroes of Sales beat series like 2 and a half man and The Walking Dead, got a 7,3/10 score on IMDB and it was also uploaded and shared on the biggest Hungarian pirate torrent websites.
1. Objectives and Strategy
There are more and more pure online player on the market of consumer electronics. One of MediaMarkt’s biggest competitive advantage is that – as a multichannel player- they have offline stores, as well.
The strategic goal was to focus on these stores by raising awareness for them and representing the product range.
Marketing objective was to create something innovative that goes beyond traditional media advertisements and strengthens Media Markt’s innovative role.
Along with the goals we also had to count with the changed media consumption habits of our young target audience as they are the generation who rarely or never watch TV while most of them use ad-blocker preventing to reach them by traditional ads – so the brand had to find a new way to the consumers.
Heroes of Sales provided solution for every purposes and challenge.
2. Execution and Media
The communication started with special PR - the biggest websites received invitation for a premier so they could create content about the series before it started.
For building awareness, we used selected TV channels in line with our target audience and with relevant content (sitcoms). The teaser spot of the series became a real part of the channels’ program promos.
Still, the focus was on digital as users had to be driven to a microsite that was programmed specially for the series, embedded in MediaMarkt’s official page.
We had to serve two goals: raise awareness for the series and generate clicks to the microsite.
Social media appearances had a key role in the communication - the actors became part of the daily lives of more than 200K MediaMarkt Facebook page followers for 6 weeks.
Each episode was uploaded to MediaMarkt’s Youtube channel thus increasing the viewing number of the series.
3. Creative
Our webseries entertains and builds the brand at the same time. The story is consistent with the brand, it’s dominated by the venue and the product range. Current promotions and available services were also gently integrated into the story.
Creative usage: we used a longer, “movie trailer”-type OLV and beside it, every week there was a new, “weekly teaser” cut.
Users who’ve already met the movie-trailer video, and the visitors of the microsite were retargeted only with the weekly teaser copies.
On facebook/instagram we used specially for social media made creatives.
Hard click numbers were served with banners and textlinks.
4. Innovation
The targeted, younger audience searches for entertaining and innovative contents. The biggest innovation was the idea of the branded webseries, itself.
However, we couldn’t ignore the possibility that as the leading brand in the category we must offer something exclusive, something innovative for our customers. The series-specifically programmed, built-in shopping possibility presents exactly that innovation what increases the interest of the viewers and serves the brand’s commercial purposes.
This special call-to-action required a custom programming so we created a microsite (www.akciohosok.com ) embedded into Media Markt’s official website. Besides the unique offers which were available only from here, an own, branded microsite also gave the impression of receiving something more exclusive than a simple youtube series could offer.
Each promotional offers were available for 2 weeks from the microsite. Once they expired the episodes were uploaded to Media Markt’s Youtube channel (https://www.youtube.com/playlist?list=PLVWjU85lt7IOQxjN4YizMr1gyYHUa1Gdd ) to gain more viewership and awareness.
5. Results
Our goal was to reach 1 million views in total. By the end of our campaign 1.098.677 views were realized.
The revenue from the special promotion offers and the revenue generated by the visitors who clicked forward to the webshop from the special promotions was over 50K EUR.
Head of marketing: “MediaMarkt’s communication has been built on a brave, outstanding and pleasurable style. We believe that entertaining our customers makes their decision journey more joyful, and we are continously looking for ideas to support this mission. With our partners we’ve created a great and innovative placeholder to deliver our messages, set our stores in focus and give an impactful boost to our special offers. The Heroses of Sales earned a special place both in our customer’s and our heart.”
