Saturn - "Nothing Like!"

Jung von Matt/basis GmbH Hamburg, Germania

Premi

15013

Marca: Saturn
Paese: Germania

Cliente: Saturn Corp.

Titolo	Nothing Like!
Titolo (Lingua Originale)	Nichts wie hin!
Agenzia	Jung von Matt/basis GmbH
Campagna	Geiz ist geil! - Saturn
Cliente	Saturn Corp.
Marca	Saturn
Posted	Settembre 2003
Prodotto	Consumer electronics, appliances
Prodotto (Lingua Originale)	Unterhaltungselektronik, Haushaltsgeräte
Settore	Negozi al dettaglio di prossimita'
Slogan	Stingy is Sexy!
Slogan (Lingua Originale)	Geiz ist geil!
Filosofia	CREATIVE STRATEGY No retail company would waste money on building an image alone. Every piece of advertising had to generate sales. The strategy was a full frontal price attack against its main competitor with the rallying cry Geiz ist geil! It fit the attitude of the target group, provocatively and concisely conveying the anarchic spirit of Saturns business concept: innovative high-tech at shockingly low prices. It reshaped a character deficiency into a desirable personal quality. Also, its irreverent tone had the power to become a byword for the latest trend: bargain hunting. Due to country-specific situations, the claim was staged differently in each markets. MEDIA STRATEGY To meet the ambitious sales targets, the media strategy had to ensure that massive impact could be generated quickly. Newspapers: as basic and current medium: Supplements in daily newspapers in all areas with a Saturn presence. Special offers for varying product segments (new media, sound carriers, entertainment electronics, white goods, photo) TV as high profile medium for maximum impact. Airtime on all relevant stations with a focus on stations with the greatest reach. Radio as promotion and support medium Radio ads were broadcast frequently and a little later than the TV spots to continue the impact of the TV campaign. POS promotions for integration of campaign with retailers: Ceiling hangers, displays stands, shirts... Internet: Creation of a world around the tagline and promotion of special offers Timing The campaign was launched with a big bang in October 2002 in time to get the full benefit of the all-important pre-Christmas sales .and was aired until December 2002/January 2003. TOTAL MARKETING EXPENDITURE Germany: 35 million and Austria: 2.3 million (approximately half of Saturns closest competitor) Saturns ad campaign with its powerful tagline Geiz ist geil! [Stingy is Sexy], has achieved a significant increase for the retailer in terms of awareness, relevance and turnover in a contracting market, without damaging Saturns reputation for quality.
Problema	The market for consumer electronics in Germany and Austria is more competitive than ever before. Despite this challenge, the Media-Saturn Group decided to establish Saturn as a second, strong consumer electronics retail brand behind Germanys market leader. CAMPAIGN OBJECTIVES 1. Increase aided and unaided brand awareness and current relevance of Saturn in Germany and Austria. 2. Develop a clear profile as a value for money discounter. Market penetration of positioning tagline Geiz ist geil! [Stingy is Sexy]. (Benchmark: campaign tagline of preceding campaigns; Germany: Die Gelegenheit ist günstig [Opportunity knocks]; Austria: Zukunft passiert [The future is now]) 3. Increase in turnover over duration of campaign in a declining market TARGET AUDIENCE Primarily men aged between 19 and 44, average or above-average education, who are value conscious.
Tipo di Media	Pubblicita' su quotidiani
Market	Austria, Germania
Account Supervisor	Bent Rosinski
Creative Director	Ove Gley
Creative Director	Constantin Kaloff
Account Director	Jens Peucker
Account Manager	Frauke Stuermer
Advertising Manager	Ulrich Schmitz
Advertising Manager	Ralf Schmitt
Advertising Manager	von Heeg
Senior Planner	Julia Peuckert