1. A glimpse into the marketing of a German discount supermarket chain
2. Well, let's start with the fact that this is a marketing campaign from 5 years ago that still holds up and has over 20 million (!) views on YouTube.
3. In 2014, it spread so quickly and virally that even American newspapers reported on it. Countless parodies followed, it won awards, and even made it to the charts on German music channels. We haven't seen such a successful advertisement from a supermarket chain since then.
4. Before we click on the catchy, bizarre video (which we might later download from iTunes, or feel inspired to visit an EDEKA store during our next trip to Germany, because we will even find the cod sexy in the end), here’s the background to the story:
5. It is important to know that shopping in Germany has a culture, and we all know that it is the homeland of discount supermarket chains (just think of the local Lidl or Aldi stores). People consider several aspects when shopping, comparing multiple products to choose exactly what is the most suitable for them in terms of price-value ratio. There is fierce competition in this market: it is a serious challenge to attract potential customers. Of course, the experience aspect also appears here as a new motivation – EDEKA reflects this well in the video.
7. The idea that sprang from the Hamburg agency was quite risky: an unknown, uniquely styled, 50-plus Berlin artist was chosen as the representative of the EDEKA brand. Who essentially presents the store's private label products in 3 minutes using the "Denglish" slang popular among young people. Jung von Matt 8. It connects everyday situations with the experiences provided by the purchased products, showcasing different target groups (and perhaps elevating the consumption of muesli to a new level). The act of shopping itself is presented as entertainment: the elderly gentleman happily dances between the shelves in the store (although, perhaps, the attractive ladies working there also contribute to this).
9. In the final frames, our elderly brand ambassador even sits behind the cash register, praising the quality of the products.
In the last frames, our elderly brand ambassador even sits behind the cash register, praising the quality of the products.
The text is simple, humorous, slightly sexist, somewhat unconventional, but quite apt. The placement of the products in the clip, the storytelling, the music, and the characters are brilliant. Later, other types of videos were built on this under the title „supergeil,” and Mr. Friedrich Lichtenstein became a cult star in the country. Such a level of success might not have even crossed the minds of the agency experienced in viral marketing.
„Supergeil” cannot really be translated into Hungarian, but it means „a cool thing that we immediately crave.”.
Even those who do not speak the language can grasp the message of the advertisement video – or perhaps this will make them want to learn it?
Soon it will be revealed. See what effect it has on you:
