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Branded Entertainment
Branded Music Videos

Gold Winner

Entrant: Jung von Matt, Hamburg


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Corporate Name of Sponsored Client: Edeka Zentrale AG & Co. KG
Client Account Director: Nic Heimann
Agency Account Directors: Patrick Hammer/Maren Schwedhelm
Agency: Jung von Matt, Hamburg
Executive Creative Directors: Jens Pfau/Tobias Grimm/
    Dörte Spengler-Ahrens
Creative Directors: Hans-Peter Sporer/Henning Robert
Copywriters: Jakob Grunert/Daniel Schoeps/Kyra Nenz
Art Directors: Thorsten Sievering/Thimon Machatzke
Agency Producer: Jannik Endemann
Production Company: White Horse Music
Director: Jakob Grunert
Producers: Elena Gruschka/Gerrit Winterstein
Actor/Singer: Friedrich Liechtenstein
Styling: Steffa Superheilig
Light: Dirk Domcke
Composer: Jakob Grunert
Composer: Daniel Schoeps

Description of the Project:
EDEKA is Germany’s largest food retailer and very popular with older people but somehow lacks sexiness when it comes to younger target groups although EDEKA’s own product brand offers great quality at a very reasonable price. We wanted to make younger people aware of that and refresh the supermarket’s image in the public.
Instead of creating a TVC addressed to younger people, we wanted to create something that would spread on its own and really change people’s mind about EDEKA. So we decided to go viral with an online campaign nobody would have expected from a traditionalist company like EDEKA. We produced a viral music video starring Berlin artist Friedrich Liechtenstein, giving EDEKA and its products some serious swag. Or, in other words, making it "supergeil" (German slang for "super horny"). "Supergeil" became the most shared food retail campaign worldwide. 7.5 million Euro earned media value, 1.8 billion global impressions with over 11 mio. views for the music video and over 20 mio. hits for the campaign including e-cards within the first three months made it the most successful German viral campaign ever. TV, press and radio reported about the campaign and played our song. It was featured on sites like buzzfeed, mashable and collegehumor. People loved the campaign and even created their own versions of the song. Public awareness rose by 38%, sales of the EDEKA brand increased by 89 % and EDEKA is no longer known for being old-fashioned, but for being "Supergeil" instead.