Neckermann.de: The world's most powerful banner

Agency: OgilvyFrankfurt
Advertiser: Neckermann
Brand: neckermann.de
Country: Germany

Objectives

German retailer, Neckermann, filed for insolvency in July 2012. We needed to find a way to demonstrate that neckermann.de was still able to deliver its goods and had the will to fight. Because becoming insolvent does not mean being dead.

It was essential to stabilize sales and reassure customers in order to allow neckermann.de to keep the business going.

Moreover, we had to help neckermann.de to gain the attention of new potential investors.

And so, the objectives were far reaching not just to increase revenue or market share but to stay in the market at all.

Strategy

  • Make the public believe in neckermann.de.
  • Give consumers back the feeling of security.
  • Stabilize sales.