Rabbit Race
Award: Wood Pencil
Wood Pencil / Digital Marketing / Integrated Digital Campaigns / 2016
Media Markt, the biggest electronics retailer in Germany, asked us: What to do with a rather dull 5% discount promotion for Easter? Our answer: The Rabbit Race, the first live sports event with 10 rabbits, shown on our website, online banners, on Youtube, and TV. Customers shopped at the store before each race. If the winning rabbit’s number matched the last digit of their receipt number, they won a voucher to get 50% worth their purchase back. The Race was broadcasted live on the 9 biggest TV stations. Media Markt turned from the biggest electronics retailer to biggest entertainer over night.
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