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The most German supermarket

basics
Industry: Retail & Distribution
Media:Outdoor
Market:Germany
Style: Minimalism
descriptioncnen
Synopsis
The year 2017: Brexit, Trump wants to built a wall between the USA and Mexico and the right wing party AfD has good chances to become part of the German parliament. Even so it’s the diversity of different nations that shapes our world, people seem to be more and more scared by it. German supermarket EDEKA wanted to make a powerful statement against xenophobia and pro diversity by doing what they do best: selling groceries. Or in this case by stop selling them.
Strategy
The EDEKA target group consists of a wide range of people. Mostly adults with a regulated income from the upper middle class. The aim was to reach precisely these people, as they also deal with political conflicts. The stunt should therefore take place in a supermarket to reach the typical clientele.
Relevancy
The relevance of German supermarket derives from the very intense relationship that was created during the course of this event. It activated people online and lead to a broad conversation. It induced great public attention both on national and international level. The attention for the German supermarket was great. It spread over the news and motivated people to come see the empty shelves in real life. Since a clear position always differentiates one from another this bold move made the brand vivid and enabled customers to experience the brand in a totally different way.
Outcome
More than 117 articles were published on this subject worldwide. More than 10,000 posts were generated on social media, with an engagement of 328,000 users. Around 9,000 followers were reached on Twitter - around 9 million on Facebook. User shared the content over 30.000 times. Worldwide, the campaign reaches more than 105 million people. After the stunt EDEKA generated 18,000 new followers. We hoped that this idea - just a week before the federal election in Germany – would make people think about the situation in Europe and open their eyes that diversity is important for everyone of us. Instead we got an even better result: a worldwide discussion about diversity and xenophobia.
Execution
After almost one year of preparation, the shelves of one EDEKA market in Hamburg were finally emptied. Just one day later, on the 19th of August 2017, the most German supermarket ever opened its doors. Customers visiting the market were allowed to take pictures and videos while we were filming their reactions. Thanks to material shared by them the stunt went viral the very same day. Two weeks later, on the 31st of August, we published the video material shot during the stunt. By then people all over the world had already shared videos and photos on Social Media. News and magazines referred to our experiment and we became part of an ongoing worldwide discussion about racism and diversity.
CampaignDescription
The year 2017: Brexit, Trump wants to built a wall between the USA and Mexico and the right wing party AfD has good chances to become part of the German parliament. Even so it’s the diversity of different nations that shapes our world, people seem to be more and more scared by it. So in the election year 2017 German supermarket EDEKA decided to make powerful statement for more diversity and banned more than 20.800 foreign products and products with ingredients from other countries from their supermarket. Instead they opened the most German supermarket ever with products made in Germany only. Between empty shelves customers saw for themselves how less diversity really looks like. Thanks to customers who filmed everything and immediately shared it online the stunt went viral the very same day.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Gold PR
Use of Events & Stunts
Cannes Lions International Festival of Creativity 2018
Silver Direct
Experience Design
Cannes Lions International Festival of Creativity 2018
Silver PR
Sectors > Retail
Cannes Lions International Festival of Creativity 2018
Silver PR
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2018
Silver Social & Influencer
Sectors > Retail
Cannes Lions International Festival of Creativity 2018
Bronze Brand Experience & Activation
Sectors > Retail
Cannes Lions International Festival of Creativity 2018
Bronze Direct
Channels > Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2018
Bronze Media
Use of Branded Content created for Digital or Social
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Social Purpose
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Social
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Customer Retail / In-store Experience
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Live B2C Brand Experience or Activation
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Sectors > Retail
Cannes Lions International Festival of Creativity 2018
Shortlist Titanium
Titanium
Clio Awards 2018
Grand Out of Home
Takeover
Clio Awards 2018
Gold Public Relations
Special Event
Clio Awards 2018
Silver Social Media
Social Video
Clio Awards 2018
Bronze Events/Experiential
Guerrilla
Clio Awards 2018
Shortlist Branded Entertainment
Events/Experiential
D&AD 2018
Graphite Pencil Branded Content & Entertainment
Tactical
D&AD 2018
Graphite Pencil Branded Content & Entertainment
Live Experience
D&AD 2018
Wood Pencil Creativity for Good
Advertising & Marketing Communications/Brand
D&AD 2018
Wood Pencil Direct
Direct Response/Ambient
D&AD 2018
Wood Pencil PR
Public Affairs Campaign
The One Show 2018
Silver Pencil Branded Entertainment
Experiential / Live Events
The One Show 2018
Silver Pencil Direct Marketing
Ambient Media / Live Events
The One Show 2018
Bronze Pencil Direct Marketing
Digital / Social Media & Viral Marketing - Single
The One Show 2018
Bronze Pencil Public Relations
Events & Experiential
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