"Driving Home to Fix this": MediaMarktSaturn enables more time together at Christmas

MediaMarktSaturn

"Driving Home to Fix this": MediaMarktSaturn enables more time together at Christmas

With its new international Christmas ad, MediaMarktSaturn once again focuses on the topic of mindfulness and advocates using its product and service offerings to spend more of your precious time with your loved ones over the holidays.

We've all been there: you're visiting family over the holidays and instead of spending time with them, you have to set up and calibrate various devices. MediaMarktSaturn's new 60-seconds commercial for Christmas shows that solving technical problems can take a lot of time. Time that should rather be spent together and can now be reclaimed thanks to MediaMarktSaturn's versatile services. The spot is accompanied by a reinterpretation of the Christmas classic "Driving Home for Christmas" and can be seen on TV, in cinemas and online in Germany from November 30, 2023. Special forms of advertising are also planned, such as contextual placement on the radio directly after the song.

The spot focuses on a young woman who travels to visit her family over the festive period. Instead of spending valuable time with them, she has to solve various technical problems for her parents or grandparents. This or something similar is the situation in many households during the holidays. With its new campaign for the 2023 Christmas season, MediaMarktSaturn is focusing on its wide range of products and services for customers.

To further emphasize this message, MediaMarktSaturn has transformed Chris Rea's song "Driving Home for Christmas" into "Driving Home to Fix this". The popular Christmas classic, which focuses on the anticipation of spending time with your favorite people, now takes on a whole new meaning and underlines the message perfectly: "With the new campaign, we are taking the theme of mindfulness, which was already our focus on Valentine's Day, one step further: the last few years in particular have shown us that time together is the best gift of all. With our wide range of products and matching services, we are giving our customers back exactly this time and taking care of all their technical needs in the meantime - in line with our new Experience Electronics strategy," explains Michael Schuld, Chief Commercial & Marketing Officer of the MediaMarktSaturn Retail Group.

The campaign is designed according to a 360-degree approach and is supplemented with 15-second spots for TV and online, which show which products, gifts and matching services shoppers can benefit from during the Christmas season and beyond. For example, anyone who doesn't want to worry about how to transfer data and set up their smartphone when buying a new one can save a lot of time and stress with MediaMarktSaturn's Get Started service. MediaMarktSaturn takes care of the initial set-up, function checks, installation of a Google or iOS account and the latest updates for the new smartphone.

Customers in Germany also benefit from an extended exchange right until December 31, 2023 for all products purchased between November 23, 2023 and December 16, 2023.

Those who want to get their presents even faster can use Click & Collect. With this service, products ordered at www.mediamarkt.de and www.saturn.de can be collected from your local store within 30 minutes if they are directly available in the selected store.

The video can be viewed here:

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MediaMarktSaturn expands its retail media offering with Self-Service

MediaMarktSaturn

MediaMarktSaturn expands its retail media offering with Self-Service

MediaMarktSaturn is introducing Self-Service, an important strategic development in its retail media offering. This provides partners, customers and agencies with new and huge potential in campaign management. Campaigns can now be controlled directly by customers themselves, monitored in real time and optimized at any time according to their own needs.

MediaMarktSaturn, with over 2.2 billion customer contacts per year across all channels, offers its partners, customers and agencies classic retail media products such as Sponsored Product Ads (SPA) or A+ Content combined with highly professional reporting and analysis options. MediaMarktSaturn is now one of the first providers in the retail media sector in Europe to offer a Self-Service for Sponsored Product Ads. The Self-Service has already been successfully introduced in Germany and is being used by the first partners. Final preparations are currently underway in Spain, Italy, the Netherlands and Austria, where the Self-Service will also go live shortly.

"In today's fast-paced world, it is crucial to be flexible and to be able to react to changes in real time," says Torsten Ahlers, Managing Director Media-Saturn Marketing GmbH, explaining the new product. "With our Self-Service, we offer our customers exactly that: control and optimization in real time according to their individual needs. At the same time, we are giving agencies specializing in retail media an exciting opportunity to further professionalize and expand their offerings in this area."

In addition, MediaMarktSaturn's managed service offering will continue to be available to partners and customers, with campaign management, reporting and recommended adjustments being carried out by MediaMarktSaturn's retail media experts in consultation with the customer. "However, in order to be able to serve the 'long tail' and sustainably increase volumes, Self-Service is fundamental for us and an important strategic step," adds Torsten Ahlers.

The expansion of Retail Media plays a central role in MediaMarktSaturn's corporate strategy in order to sustainably improve the Group's profitability. Gross profit from the Retail Media business is expected to increase almost tenfold to around €45 million by the 2025/26 financial year.

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New campaign for the biggest shopping season of the year: MediaMarktSaturn puts all the signs on colorful for Black Friday

MediaMarktSaturn

New campaign for the biggest shopping season of the year: MediaMarktSaturn puts all the signs on colorful for Black Friday

With its "Colorful Weeks", MediaMarktSaturn is bringing color into the dreary season. The new, international retail campaign combines the central shopping experience with attractive tech offers. Online, on TV, at POS and social media, the colorful campaign is characterized by dynamism and joie de vivre, thus continuing the campaign platform Let's Go! perfectly. The stars of the campaign are the company's employees themselves.

Colorful instead of monotonously black: Just in time for what is traditionally the darkest advertising period of the year, MediaMarktSaturn is taking a colorful approach with its new, international campaign. From October 30th to December 4th, the "Colorful Weeks" will offer a welcome contrast to the otherwise rather drab color scheme of the Black Friday campaigns. The idea behind it: In the dark days leading up to the Christmas season, MediaMarkt stores and the online shop offer a colorful alternative and a positive setting for a month full of top deals.

The annual Black Friday is one of the strongest sales days of the year in the retail sector. This is also the case at MediaMarktSaturn. But this year everything is different. With the "Colorful Weeks," Europe's market-leading electronics retailer is offering numerous deals for five weeks in its online stores and around 400 MediaMarkt and Saturn stores in Germany. And it's deliberately colorful: "In the otherwise dreary, black-tinged month of November, it seemed only logical to us to provide a strong counter-impulse here that reaches our customers emotionally and puts them in a positive mood," says Michael Schuld, Chief Commercial & Marketing Officer of the MediaMarktSaturn Retail Group.

From October 30th until the end of "Cyber Week" on December 4, the "Colorful Weeks" will take place. The colorful promotion weeks kick off with a host of attractive offers. This will be followed in quick succession by Singles Day, Black Week and the famous Black Friday on November 24th. As a new finale to the hottest deal weeks of the year, "Cyber Week" will start in Germany on November 27th and end on December 4th. The campaign idea comes from the creative agency Saatchi&Saatchi, which has already been responsible for the campaign platform Let's Go! created last year since its launch. The overarching campaign strategy is based on the company's new brand statement and strategic realignment, which focuses not only on the product range, but also on the customer experience at all touchpoints, a wide range of services and personal advice.

"Colorful Weeks" - nothing is more authentic than the own team!

What's special about this year's campaign? The star is the team! MediaMarktSaturn is putting its own employees in the spotlight. They were able to apply with creative photos and videos via a casting platform for all countries in which the company is active. The aim was to create a mix that was as representative as possible across all countries. The turnout was overwhelming: In the end, 40 colleagues were invited to the campaign shoot. Here, over 350 motifs and ten moving image sequences were created for online, TV and social media.

"Basically, the own team brings the most authenticity and credibility to a retail campaign," says Michael Schuld. "The joy in our work and the passion for the company is palpable in every frame created - this joie de vivre and dynamism simply leap over. I'm very proud of this great team, whose personal commitment has made this campaign something special."

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2 Days, 35 Hackers, 3 Use Cases – Hackathon on Artificial Intelligence

MediaMarktSaturn

2 Days, 35 Hackers, 3 Use Cases – Hackathon on Artificial Intelligence

MediaMarktSaturn, together with business and strategy consultancy Accenture, successfully hosted a hackathon on Large Language Models (LLMs) for two days. Large Language Models, which are a well-known by the popular chatbot ChatGPT among others, are large generative language models with Artificial Intelligence. They are capable of understanding, processing and generating natural language.

The goal of this two-day event was to create a starting point for the structured integration and operationalization of artificial intelligence in the form of LLMs to open up new application areas for MediaMarktSaturn. To this end, 35 specialists and developers from both companies worked together on three different use cases from this area and were to develop functioning prototypes.

The following three use cases were worked on: 

  • AI live advisor: the goal was to create a chat and voicebot for AI-enabled customer support online and in the market. This approach promises a new level of customer advice and support. 
  • SEO optimization: LLMs offer great potential for improving search engine optimization. Here, work has been done in particular on automated SEO mark-up and metadata creation. On this basis, MediaMarktSaturn intends to further expand the reach of its online stores. 
  • Hyper-personalization and digital marketing: Solutions were to be developed that deal with the creation of modules for text and image generation for marketing purposes in social media, newsletters and online stores. The systems promise to address customers even faster and more individually. 

One thing was clear at the end of the two-day hackathon: it was a complete success. All three groups were able to present promising prototypes that are now being further developed. We are excited about the interdisciplinary collaboration, the commitment of the participants and the progress that was achieved in the short time. We are looking forward to the further implementation of the prototypes and hopefully see them in live operation soon.

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Contract of MediaMarktSaturn CEO Dr Karsten Wildberger to be extended by five years

MediaMarktSaturn

Contract of MediaMarktSaturn CEO Dr Karsten Wildberger to be extended by five years

Supervisory Board of mother company CECONOMY AG has appointed Dr Karsten Wildberger for five more years ahead of schedule. Dr Karsten Wildberger has been Chief Executive Officer (CEO) of CECONOMY AG and MediaMarktSaturn since August 2021. At the same time, Wildberger remains Labour Director at CECONOMY AG and Chairman of the Management Board (CEO) of Media-Saturn-Holding GmbH.

At its meeting today, the Supervisory Board of CECONOMY AG, the mother company of MediaMarktSaturn, extended ahead of schedule the Executive Board contract of Dr Karsten Wildberger and appointed him as Chairman of the Management Board for a further five years one year before the end of his current term of office. The ordinary reappointment is effective from 1 August 2023 and runs until 31 July 2028.

Wildberger has initiated a comprehensive corporate transformation aimed at consistently aligning the company with customer needs and introducing an efficiency-optimized management structure. Thanks to his strategic course setting, MediaMarktSaturn is on its way to becoming a growing omnichannel provider with a digital focus and profitable service business.

"Dr Karsten Wildberger has driven the transformation of MediaMarktSaturn extraordinarily successfully and with great commitment over the past two years in a very challenging environment for the industry and the company. Under his leadership, MediaMarktSaturn has consolidated its role as European market leader in consumer electronics retailing over the past two years," says Thomas Dannenfeldt, Chairman of the Supervisory Board of CECONOMY AG, on the reappointment. "In view of his impressive performance, Karsten Wildberger's contract extension is a logical decision to ensure MediaMarktSaturn's continued positive development and future success. We are pleased to be able to continue the excellent and very trusting cooperation with Karsten Wildberger. He is an important guarantor for continuity and the further strategic development of the company."

Dr Karsten Wildberger holds a doctorate in physics and started his management career as a partner at the Boston Consulting Group. There he advised companies in various industries on strategy and digitalization. This was followed by various international management positions at T-Mobile, Vodafone and Telstra. At Telstra, an Australian telecommunications company with around 400 shops, he was the board member responsible for the entire retail and service organization, product development and digital transformation. From 2016 to 2021, Wildberger was a member of the Board of Management of E.ON SE, where he was in charge of Sales, the growth area "Decentralized Energy Infrastructure", Energy Procurement, Electromobility, Marketing, Digital Transformation and IT.

"I look forward to continuing to work together and am certain that we will lead MediaMarktSaturn into a successful future together through the consistent implementation of our corporate strategy, which focuses on the customer and the customer experience," says Dr Karsten Wildberger. "In the past two years we have already achieved a lot and I am proud of the commitment and achievements of our employees. Together we have laid the foundation for omnichannel excellence, further expanded the growth areas of Services & Solutions and the Marketplace business unit and introduced attractive store formats. But there is still a lot of work ahead of us. Together with the management team, we are developing MediaMarktSaturn into a customer-centric service platform that integrates sustainability into all aspects of our business and delivers excellent services and customer experiences."

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MediaMarktSaturn continues further development of store portfolio: First store in Xpress format in Germany and upgrade of Core format in Italy

MediaMarktSaturn

MediaMarktSaturn continues further development of store portfolio: First store in Xpress format in Germany and upgrade of Core format in Italy

MediaMarktSaturn is taking the next step in the further development of its brick-and-mortar business and for an even better customer experience: Europe's leading consumer electronics retailer is opening the first new store in the Xpress format in Germany and presenting the "Look&Feel Evolution" of its Core format in Italy.

MediaMarktSaturn's brick-and-mortar business is a central component of the company's strategy: Following the successful opening of six large Tech villages in Europe, MediaMarktSaturn is now presenting a newly opened store in the Xpress format for the first time in Germany. As part of its omnichannel strategy, the consumer electronics retailer's innovative store concept combines service, an assortment tailored to customer needs, and digital elements that enhance the shopping experience. At the same time, the company is driving forward the ongoing modernization of its classic "Core" formats. For example, the electronics retailer is upgrading a first MediaMarkt in Italy with high-quality design elements and Experience Zones where customers can try out products.

"Our motto is: the right format in the right place. Large Tech villages in the metropolises, medium-sized stores with plenty of service and advice, smaller stores with a selected assortment where customers can also access our entire range and pick up goods ordered online on site – that's our approach," says Karsten Wildberger, CEO of MediaMarktSaturn. "With our new store formats, we are even closer to our customers and cater more individually to their needs. This makes our online shopping more regional. This is because products can be tried out in the store around the corner or quickly picked up in the store nearby. In addition, the productivity per unit area in the new stores is increasing. Our strategy will enable us to operate more stationary locations close to our customers in the future, but on a smaller footprint."

Omnichannel concept in action: the Xpress format launches in Germany

The new MediaMarkt in the Xpress format in Groß-Gerau, Hesse, will present a selected, reduced tech assortment with around 3,500 products ready to take away on around 950 square meters from June 29, 2023. In addition to the popular classic services such as repair or TV calibration, various digital shopping elements will facilitate and enhance the shopping experience and show what omnichannel means for MediaMarktSaturn. In addition to personal advice from employees on site, customers have the opportunity of contacting a digital salesperson via online live chat or video call. Via a so-called digital shelf extension, products that are not on display on site can be presented on a digital screen almost in their original size.

With the new store format, the company is primarily addressing those customers for whom simple and convenient shopping in the immediate vicinity of their home is a priority. Customers benefit from the availability of MediaMarktSaturn products and services at a retail partner or local supply center. The so-called one-stop shopping concept has already proved successful in Hungary, Turkey, Spain and Austria. Now it is also being launched in Germany. The MediaMarkt stores in Burghausen and Böblingen were already converted into stores in the Xpress format in spring 2023, and the company has been testing the concept here for a few months – with success. Further stores in the Xpress format are planned in Germany, as well as expansion in Europe for the future.

Blueprint for the further development of the Core format: The MediaMarkt in Lucca

The new MediaMarkt in Lucca, Italy, is an important milestone on the way to becoming an Experience Champion. There, the electronics retailer is implementing its "Look&Feel Evolution" concept for upgrading stores in the Core format for the first time. From special Experience Zones that focus on trend themes such as electromobility or gaming and invite customers to try out the various products, to a reinterpretation of the color code and a new, more sustainable modular furniture system - the focus is always on the customer experience. The concept was developed internally and will now be expanded to other stores in Europe.

Modernization of the store portfolio moves forward

In addition, MediaMarktSaturn is making very targeted investments in the expansion of its stationary stores. 30 percent of the stores have already been modernized, and this figure is set to rise to 90 percent by the fiscal year 2025/26. This is paying off: The productivity on the shopfloor in the modernized stores is 10 percent higher than in the older ones. By the fiscal year 2025/26, the electronics retailer also plans to reduce location costs (rental costs & IFRS 16 depreciation, occupancy costs, location depreciation) and increase overall sales area productivity by up to 10 percent.

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MediaMarktSaturn honored for high level of customer orientation

MediaMarktSaturn

MediaMarktSaturn honored for high level of customer orientation

MediaMarktSaturn won the "Experience Design" category at the "Customer Centricity World Series Awards". The "Service Design" working method used and the resulting successes of the consumer electronics retailer, which among other things, enables an improvement in the customer journey and customer satisfaction, were evaluated and honored.

Ingolstadt, 23 May 2023: With the term "Experience Electronics", MediaMarktSaturn is repositioning itself as a retailer of technological products, services, and attendances to an even greater extent and focusing on the customer experience, the seamless customer journey across all channels, and personal advice. But how do you manage that? Only with a cross-divisional team effort. The Customer Intelligence, Experience, and Care department plays a central role in this, using the "Service Design" method to manage projects with interdisciplinary teams. For this, they have now been honored with the Customer Centricity World Series Award, in which more than 90 international jurors evaluated over 210 submissions and awarded the winners for outstanding customer experience initiatives. Two further final placings for MediaMarktSaturn in the categories "Customer Insights & Feedback" and "Customer Experience Team" rounded off the success.

In what is known as a "Service Design Sprint," the teams at MediaMarktSaturn use data and other insights such as mystery shopping, customer surveys, or web analyses to localize potential for improvement or wholly new processes, for example, in the customer journey. Interdisciplinary teams from the stores, category management, IT or HR departments work closely with the customer experience teams. The problem is analyzed holistically, and concrete CX action plans with prioritized measures are developed. Following successful implementation, the corresponding measurement of success also falls within this area, for example, with the Net Promoter Score (NPS) to determine customer satisfaction.

This holistic and agile method of collaboration has already enabled the Customer Experience Team to complete numerous projects successfully. Among other things, it has established the Click & Collect Express (online ordered articles can be picked up from the store within 30 minutes), improved the repair offers in the stores, introduced the purchase of used technology with a trade-in offer in the stores, and also designed and implemented special training courses for employees. The Net Promoter Score (NPS), currently at a record high of 53 points (up 5 points on the previous year), confirms that these projects have also increased customer satisfaction, among other things, and that MediaMarktSaturn is on the right track towards a successful future.

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"Your moment. Our technology": MediaMarkt and Saturn plead for more mindfulness on Valentine's Day

MediaMarktSaturn

"Your moment. Our technology": MediaMarkt and Saturn plead for more mindfulness on Valentine's Day

In their new campaign spot on the occasion of Valentine's Day, MediaMarkt and Saturn show that technology is good - but at the right moment. In parallel, accompanying product spots with current offers provide examples of how technology can create precious moments with loved ones. Ingolstadt, 9. Februar 2023: Die Beziehung zwischen Liebe und Technik kann kompliziert sein. Daher schlagen MediaMarkt und Saturn anlässlich des Valentinstags ruhigere Töne an: Die Augen kleben am Handy-Display, Gaming-Abenteuer fordern die volle Aufmerksamkeit, das perfekte Selfie ist wichtiger als die Begleitung – der neue Kampagnenspot mahnt zu einem achtsameren Umgang mit Technik im Alltag und appelliert für mehr Zeit für die Liebsten. Ab dem 13. Februar läuft der Spot im TV und Kino sowie online.

The relationship between love and technology can be complicated. That's why MediaMarkt and Saturn are striking calmer tones on the occasion of Valentine's Day: Eyes glued to the cell phone display, gaming adventures demanding full attention, the perfect selfie more important than companionship - the new campaign spot urges a more mindful approach to technology in everyday life and appeals for more time for loved ones. From February 13, the spot will run on TV and in cinemas, as well as online.

The TV spot to kick off Valentine's Day is very different from the familiar clips of the two electronics retailers. A slow narrative tempo and calm music create a melancholy mood. At the same time, the 45- or 60-second spot focuses on mindfulness and takes the "Let's Go" campaign theme to a new level.

"We're taking a new approach with our campaign on the occasion of Valentine's Day and we’re questioning what we offer. Technology can be distracting and disrupt harmonious togetherness," explains Michael Schuld, Chief Commercial & Marketing Officer of MediaMarktSaturn Retail Group. "This makes it all the more important to remain mindful and to use technical possibilities prudently. For the holiday of love, we want to set a highlight in brand communication with this campaign and call on people to take care of each other."

In accompanying 15-second product spots, MediaMarktSaturn shows how to do it right. Whether it's fireside romance with the new TV set or freshly brewed coffee by the bedside: thanks to more mindfulness for the people we care about, the balancing act between enthusiasm for technology and harmonious togetherness can be achieved.

Valentine's Day highlight products

Anyone who wants to create more romance with a TV fireplace or dimmable lighting in the living room will find highlight products at special prices at MediaMarkt and Saturn for Valentine's Day. From February 13 at 9 a.m. to February 28 at 8 p.m., technology must-haves are beckoning at sensational prices in the MediaMarkt online store and the Saturn online store. In the more than 400 MediaMarkt and Saturn stores nationwide, the promotion will also run from February 13 to 28.

In addition, myMediaMarkt customers and SATURN CARD customers will receive ten times the points or bits on all promotional items. By the way: If you are not yet a myMediaMarkt or SATURN CARD customer, you can register at www.mediamarkt.de or www.saturn.de and get the extra benefits of the upcoming promotion right away.

Further information is available in time for the start of the campaign at
https://www.mediamarkt.de/de/campaign/valentinstag
and www.saturn.de/de/campaign/valentinstag.

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Corporate News: Sustainable retail: Additional recommerce offer at MediaMarktSaturn reduces electronic waste and CO2 emissions

MediaMarktSaturn

Corporate News: Sustainable retail: Additional recommerce offer at MediaMarktSaturn reduces electronic waste and CO2 emissions

MediaMarktSaturn continues to expand its range of recommerce solutions: From now on, customers can benefit from a sell-back service for numerous electronic devices – both in store and online. Europe’s biggest consumer electronics retailer is cooperating here with Foxway, the leading recommerce company. The company is thus expanding its buyback offerings. With this form of circular economy, MediaMarktSaturn intends to make a significant contribution to the reduction of electronic waste and CO2 emissions. The initiatives are an important component of the extensive company-wide sustainability initiative “BetterWay”.

“Trade-in solutions for used electronic devices offer advantages for consumers and the environment alike. First of all, our customers receive an attractive buyback premium when trading in their devices. At the same time, we significantly reduce electronic waste and CO2 emissions through refurbishing and recycling. The cooperation also strengthens our Services & Solutions business. Foxway is a very experienced and renowned specialist in the field of recommerce, whose solutions are scalable and thus be expanded even further in the future,” explains Christian Casado Alegre, Vice President Services & Solutions at the MediaMarktSaturn Retail Group.

Thanks to the cooperation with Foxway, customers can now trade their mobile phones, tablets, smartwatches, laptops, cameras and consoles – regardless of age and condition – for gift vouchers at MediaMarkt and Saturn stores and online shops in Germany, Austria, Italy and Sweden. The company is thus complementing its existing recommerce offers. In 2020/21 alone, over 30,000 devices were purchased and either refurbished or recycled.

MediaMarktSaturn on the “Better Way”

MediaMarktSaturn counts sustainability among the cornerstones of its strategic advancement. For years, the company has pursued a far-reaching sustainability strategy with clear goals. Since the spring, all offers and activities in this area have been bundled under the “BetterWay” logo. In addition to the circular economy (repairing, refurbishing, recycling), the company is also taking great strides on the “Better Way” in many other areas. The company already obtains over 80 percent of the electricity it uses from renewable energies. The aim is to achieve 100 percent by 2023. By 2023, the number of sustainable products in the range will also be doubled to more than 2,000. In addition, the company is continuously reducing its CO2 emissions and packaging waste.

All progress made by the Group in the area of sustainability is published transparently in CECONOMY AG’s annual non-financial statement.

Further information about the “BetterWay” measures and initiatives can be found on the MediaMarktSaturn website or the CECONOMY AG website.

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Corporate News: Let’s go!: MediaMarktSaturn launches new brand campaign for MediaMarkt all over Europe / New brand identity with focus on Customer Experience

MediaMarktSaturn

Corporate News: Let’s go!: MediaMarktSaturn launches new brand campaign for MediaMarkt all over Europe / New brand identity with focus on Customer Experience

MediaMarktSaturn has developed an international campaign concept for its MediaMarkt brand together with its new lead creative agency Saatchi & Saatchi. For the first time, it will be rolled out company-wide in all 13 countries in which MediaMarkt is active. The campaign is based on a new brand purpose and is thus characterised by the strategic reorientation of the company, which focuses on the customer experience and personal advice. The core and unifying element of the campaign is the claim "Let's go!", which interlinks all communication across all channels. In Germany, the campaign will start on 1 October 2022.

"MediaMarkt is back! It's time to harness the strength of the brand again," explains Michael Schuld, Chief Commercial & Marketing Officer of MediaMarktSaturn Retail Group. "We want to offer our customers experiences and make technology tangible in a special way. Our claim 'Let's go!' stands for the power that arises when you tackle things together. When you just get going. When you dare, when you do." 

MediaMarktSaturn creates experience electronics to enrich people’s life

The electronics retailer, which once established consumer electronics as a new category, is now redefining this category as part of its strategic development: MediaMarktSaturn uses the term "Experience Electronics" to describe its repositioning - and at the same time the range of services for its customers. At MediaMarktSaturn, they can touch, try out and get to know products, in other words, experience them in the truest sense of the word. Technology thus becomes an exciting, positive adventure along the entire customer journey - from on-site testing to optimal set-up at home. "Our goal is to make technology accessible to everyone and to get the best out of technology. With the right content, the right advice and the right service. This is exactly what our new brand campaign shows," explains Michael Schuld.

The campaign focuses on people in all their diversity, taking them on their journey through the world of technology. "'Let's go!' is an invitation to our customers to rediscover technology and also the enthusiasm for it. 'Let's go!' stands for all the possibilities that technology offers people and for the experiences that we make possible for our customers through personal advice and suitable services. As a competent partner, we offer our customers orientation, on all channels. In the local store as well as online," says Michael Schuld. "We ensure participation, in line with our new purpose: We create experience electronics to enrich people’s life.”

Emotional campaign with "evidence"

Three essential elements strengthen the new brand image. The emotional charge of the campaign, which also appears in a new look, activates and moves customers. At the same time, there is a focus on communicating the diverse services with which the company demonstrates its close customer orientation. The last and third component of the campaign is the promotion of products and offers, also on seasonal occasions such as Black Friday or Christmas. The claim "Let's go!" is the link between all marketing activities and forms the umbrella for all communication - not only externally but also internally.

The cross-media brand campaign will be launched in Germany on 1 October. There, it will start with a brand film, followed by three service spots from 8 October. After the start of the campaign in Germany, the launch will take place successively in all other countries where MediaMarkt is at home.

First employer branding campaign rolled out across the Group

The company's employer branding is also in line with the new brand identity. Under the claim "Let's go!", MediaMarktSaturn is launching an internationally uniform employer branding campaign for the first time in October. It will be rolled out step by step in all 13 European countries in which the company is active. Germany will be the first. Our employees are at the centre of the cross-media campaign. They stand for the diversity in the company and at the same time convey the range of the individual job profiles. Above all, they show what MediaMarktSaturn is all about: team spirit, customer orientation and enthusiasm for technology. "With this employer branding campaign, we are creating an international employer brand identity for the first time. That’s how we want to inspire people to join us in shaping the successful future of a great company," says Iris Prüfer, Chief Human Resources Officer of the group.

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