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Netto - Easter Surprise

Netto - Easter Surprise | Netto Marken-Discount AG & Co. KG | Jung von Matt
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basics
Industry: Retail & Distribution
Media:TV & Cinema
Market:Germany
Style: Minimalism
descriptioncnen
Synopsis
Netto is a German discount supermarket chain, that differentiates itself mainly by selling popular brands at low prices. But as the market changes competitive prices become less and less a meaningful way to connect with customers or even reach out to new target groups looking for a true shopping experience. The brief was to come up with an idea for an easter campaign, that would make people fall in love with Netto (again). An image campaign with a sales component only for the point of sale. The main objective was improving Netto’s image as a supermarket that is not only cheap, but also likeable, and ultimately turning hybrid customers into loyal customers.
Strategy
Our campaign targeted mainly women of all ages who do the grocery shopping for their households.To conquer their hearts we told a touching story revolving around childhood, parenting, social norms, individuality and love. In order to not diminish the effect of the storytelling we put branding first and selling second – and only closed the ad with a brand message wishing everyone a happy easter with Netto.The film was published on facebook and youtube, additional posters were placed at the POS, other versions were published as print ads. A version of the story was also published as an illustrated children’s book – so Netto was not only part of easter, but also a daily read in all the days leading up to it.Ultimately, people were not only talking about the story – but due to our integrated approach they perceived the easter bunny as something „owned“ by the Netto brand!
Relevancy
During Easter, one of the year’s busiest seasons for supermarkets, we were briefed to break through the clutter with an idea that would boost Netto’s brand image and sales. Facing competition with vastly bigger budgets, we needed a fully integrated campaign for different medias, inlcuding POS. Idea: we told a very special easter story that didn’t only rack up millions of view in the first day, but was also brought our story to life in an unexpected medium, as a children book that was handed out in all Netto stores, aiming to engage with the next generations of Netto customers.
Outcome
The film was viewed over 25 million times across youtube and facebook, and garnered enthusiastic international press coverage. On release day, the film reached #1 trending on youtube Germany. Interaction rates on facebook were high – over 13 mio views, over 182.000 reactions and over 144.000 shares.Youtube views quickly reached over 12 mil. It was such a success, Netto decided to air the whole 2 minute film on TV – across multiple channels simultaneously at prime time, with a total reach of 81 mil. It was even shown in soccer stadiums before the game. The children’s book we printed was sold out within hours –over 1,4 mil. copies.Ultimately, Netto created a timeless piece that dominated the whole easter season and also claimed the legendary icon of the easter bunny. Netto succeeded in competing with bigger brands and successfully turned hybrid clients into loyal ones in a very special easter season.
Execution
The core of our campaign was a 2 minute animated film that was produced over the course of 4 months. The bunny was used in POS and print ads that were produced in parallel due to the temporal forerun needed to equip all 4.170 Netto supermarkets with the material needed: dispensers, billboards, posters, ceiling danglers and more.The campaign launched two weeks before easter and quickly took off – as people were thrilled to see the bunny they came to like in their supermarket, in their facebook feed, and on youtube. We published a children’s book telling the same story that was distributed in all Netto’s stores. And a limited edition of the book was produced and gifted to Netto’s special suppliers as a special Easter gift. An campaign website was launched that included a coloring book, a cutout of the easter bunny and an online version of the Children’s book.
CampaignDescription
Everyone in Germany knows the easter bunny: a rabbit that brings easter eggs on easter and hides them in your garden. The weird thing is, nobody knows any background for this. Who is this bunny? Why does he do that? It’s a big part of German and European culture, and oddly enough: a mystery. That’s why in our campaign we finally revealed the origin story of the easter bunny, the son of a hare and a hen who fall in love at a party, get married, and give birth to a special rabbit that lays eggs. Although he is an outcast in the animal world for his laying eggs ability, he takes the human world by storm and becomes a star. Despite his fame and success, he feels lonely without his family. So he returns home on easter, as he realizes that nothing is compared to the warmth of family.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Excellence > Use of Integrated Media
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