Mediamarkt: Refreshing a brand in a challenging market

MediaMarkt, a German consumer electronics store, launched a campaign in Belgium to rebrand itself because its price-fighting strategy was no longer working.

Campaign details

Brand: MediamarktBrand owner: CeconomyEntrant company: Wunderman Thompson, AntwerpMarket: BelgiumSector: Online retailMedia channels: Direct marketing, Online video, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

E-commerce players are disrupting today's market. MediaMarkt's 16-year Belgian price-fighting strategy no longer stood out. To stay market leader, MediaMarkt had to change course without losing its strengths. People are increasingly looking for experiences and good customer services . The rebranding campaign changed perceptions accordingly. MediaMarkt began to be seen to be service and experience focused, and...

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