BRIEF: Media Markt, Europe's largest retailer of consumer electronics, focused its communication activities for the first time on multichannel distribution services that provide a seamless shopping experience for consumers.
IDEA: Based on the claim »If you want it, get it.« we portrayed regular people doing the craziest things to get their hands on cool electronic items. The subclaim »In the stores. On the Internet. Anytime.« promoted Media Markt's multichannel-service package.
EXECUTION: A total of six TVCs showed amusing confessions of technology-loving consumers who find ingenious ways to get what they want. Three stories were aditionally implemented as native advertising into Germany's biggest tabloid »Bild«. OOH was the vanguard of the campaign and promoted the mulitchannel services across Germany. On facebook we asked people what they are willing to do for their favourite products and produced a unique piece of content from the best idea. This fully integrated campaign extended further to Mobile, PR and the POS.