Media Markt
Media Markt – Wer will, der kriegt
Year: 2017
The Objective
The campaign, titled "Wer will, der kriegt" ("If you want it, get it"), portrayed regular people going to extraordinary lengths to quench their thirst for electronics. This concept highlighted Media Markt's commitment to making desired products accessible anytime, whether in-store or online.
The Idea
Television Commercials: Six humorous TV spots showcased tech enthusiasts employing ingenious methods to obtain their desired gadgets. These "tech confessions" resonated with viewers, blending humor with relatability.
Native Advertising: The "tech confessions" were seamlessly integrated into Germany's largest tabloid, BILD, matching its sensationalist layout and gossip jargon.
Out-of-Home (OOH) Advertising: The campaign's vanguard, promoting multichannel services across Germany.
Social Media Engagement: Media Markt's 1.7 million Facebook fans were asked, "How much do you want it?" Fans proposed what they would do for electronics worth €5,000. The most creative idea was produced into unique content.
The Outcome
Enhanced Brand Engagement: The campaign's humorous and edgy approach resonated with a broad audience, strengthening Media Markt's brand identity.
Increased Multichannel Awareness: By highlighting the seamless shopping experience across platforms, customers became more aware of Media Markt's multichannel services.
Customer Participation: The social media component encouraged active customer involvement, fostering a sense of community and loyalty.
Why does it matter?
The "Wer will, der kriegt" campaign effectively combined humor, relatability, and a communication shift to a new multichannel approach to reinforce Media Markt's position as a leading electronics retailer. By showcasing the lengths individuals would go to obtain their desired gadgets, the campaign emphasized the brand's commitment to accessibility and customer satisfaction.
