Rabbit Race
Award: Graphite Pencil
Graphite Pencil / Media / Use of Integrated Media / 2016
Media Markt, Germany’s biggest electronics retailer, came up with a brief to create a rather dull 5% discount promotion for Easter. We raised that to the Rabbit Race, the first live sports event in a commercial break. We trained 10 bunnies to race in a TV studio. Customers could shop at Media Markt before each race to win a voucher 50% worth their last purchase, if the winning bunny’s number matched the receipt’s last number. The Race was broadcasted live on the 9 biggest German TV stations. That turned Media Markt from Germany’s biggest electronics retailer to entertainer over night.
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