Media Markt: Rabbit race

Agency: Ogilvy Germany Frankfurt

Brand: Media Markt
Advertiser: Media Markt
Country: 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 brand.2 But in a changing retail environment its ability to stay ahead had been undermined by increased competition both from high street brands like Saturn, and local electronics stores - and from online retailers like Amazon.