Media Markt: Rabbit race

This case study demonstrates how Media Markt, Germany's biggest electronics retailer, turned Easter price promotion into an actual game to engage with the German public.

Media Markt: Rabbit race

Agency: Ogilvy Germany Frankfurt

Brand: Media MarktAdvertiser: Media MarktCountry: Germany

Objectives

In a changing world, Germany's leading technology retailer found its business model under threat from price-slashing rivals. This case explains how the combined power of creativity and consumer insight were harnessed to create a new kind of sales promotion – and how this helped restore the brand's fortunes.

Media Markt is Germany's biggest, most successful electronics retailer. Founded in 19791, it built success on offering its customers the best prices and deepest discounts and, in 2014, it was Germany's number one...

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