Media Markt
Media Markt – The Easter Bunny Race
Year: 2015
The Challenge
Easter, unlike Christmas or Black Friday, had historically been an uninspiring season for consumer electronics sales in Germany. Media Markt, the country's largest electronics retailer and one of its biggest advertisers, faced the challenge of driving foot traffic, increasing sales, and captivating customers during this less lucrative period. The goal was to transform Easter into an occasion for engagement and excitement, all while maintaining Media Markt's bold and playful brand image.
The Idea
The ingenious solution was "Das große Osterhasen-Rasen" (The Great Easter Bunny Race), a gamified sales promotion centered around Easter shopping receipts. Every receipt generated by a Media Markt purchase contained a unique number that entered customers into an exhilarating live event: a literal bunny race broadcast on Germany's largest TV channels, the YouTube homepage, and even digital billboards in city centers.
To bring the campaign to life, we crafted detailed backstories for the racing bunnies, each with a distinct personality, quirks, and fan base. Customers didn't just hope to win; they became invested in "their" bunny's journey, turning a simple receipt number into a ticket to excitement.
The How
The first entirely live TV commercial in Germany: We broadcast the race live on Germany's biggest TV channels, creating a real-time spectacle.
Digital integration: The event was streamed live on the YouTube homepage in Germany, the Bild.de website among others, amplifying reach and engagement among younger, digital-savvy audiences.
City-wide visibility: Live streams of the race were also shown on digital billboards in major urban centers.
Compelling content: We developed a series of entertaining backstories and content pieces for each bunny, humanizing them and encouraging fans to root for their favorite.
The campaign's gamified mechanic leveraged Media Markt's existing receipt infrastructure, ensuring seamless participation for customers and a direct link between purchases and engagement.
The Outcome
Sales impact: Easter, once a slow sales period, became a major revenue driver for Media Markt.
Unprecedented engagement: The live race captured millions of viewers across TV, YouTube, and public billboards.
Cultural relevance: The campaign didn't just sell products; it created a phenomenon. People talked about the bunnies, rooted for their favorites, and celebrated the winners.
Award-winning success: Cannes Lions – 2x Gold, 1x Silver, 2x Bronze · Clio Awards – Bronze · D&AD – Graphite Pencil · LIA – Silver · One Show – Bronze · Eurobest – Grand Prix, 2x Gold, 1x Silver.
Why does it matter?
"The Great Easter Bunny Race" redefined what a seasonal campaign could achieve. By turning receipts into tickets to a national event, we gamified the shopping experience and gave customers a reason to engage with Media Markt during Easter. The campaign also pushed the boundaries of media innovation, setting new standards for integrated advertising in Germany. This wasn't just a campaign; it was a bold declaration that even moments like Easter, overlooked in the usual sales cycles of retail, could become cultural phenomena with the right mix of creativity and strategy.
