Rabbit Race
MEDIA MARKT
How to push
5% to 150%
Besides the amazing results, this project is very dear to my heart. I know you shouldn’t play favorites, but this is probably the most entertaining project I’ve done in my career—
for me and, most importantly, a lot of people
who watched it.
It became clear pretty early on that a 5% discount on all products wasn’t enough to make for an Easter promotion that anyone would be interested in. That wouldn't be a big enough carrot to dangle around. You know what I’m getting at. So we decided instead we’d give every 10th person a 50% discount—and determine the winner live on TV in an Easter bunny race.
The TV stations were so excited that we didn’t just get one to air our live sports event, but nine. And from there, the whole thing just got bigger and bigger.
We were live on TV for three days on the nine biggest TV stations in Germany. And each of the two-minute shows was embedded in heaps of additional entertaining online streaming content.
There were background stories for all the rabbits, expert interviews, golden carrot awards (I bet Trump would love one of those in the Oval Office), collector cards and much more. With Easter as a fixed deadline ahead of us, we even had to force ourselves to stop coming up with new ideas at some point.
13 minutes live on the internet.
If you haven’t had enough by now, watch this full recording of day three to see some of the additional footage we produced.
Two minutes live on TV.
Three days in a row—and at the exact same time on the nine biggest private TV stations in Germany. It was a bit tricky to time this—that much I can say. Here is the recording of day two. And if you wonder why the “people” in the background look so flat—well, our rabbits weren’t too sensitive to noise, but we didn’t want to take any chances.
And there was more.
Not only this trailer, but also collector cards (unfortunately, I don’t have a decent photo),
a bunch of POS stuff and some print.
