Momentum launches knockout campaign for Media Markt’s first on-line store in China

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Box1.jpgMedia Markt, Europe’s largest consumer electronics retailer, has partnered with Momentum Shanghai to launch its first online store in China via an integrated campaign, ‘I hit my own discount’.

The campaign seeks to connect with traditional price-driven electronic consumers through a series of characters representing ordinary Chinese consumers. Wearing oversized red boxing gloves, the characters invite consumers to participate in the campaign by generating online price discounts for products by ‘hitting’ their favourite items at the webshop. The products change on daily basis and the more people ‘hit’ the product, the bigger the price discount Media Markt gives back to consumers. The site features social-sharing applications to allow consumers to seamlessly share their choices with friends via Weibo, triggering over 10,000 posts within the first 24 hours of launch.

Box2.jpgThe characters are brought to life through a series of engaging online videos throughout the campaign which runs across print, direct, in-store, OOH, and digital channels. During the launch, Media Markt ‘boxers’ were also sent out onto the streets of Shanghai and sparked buzz across the city with their energetic sparring.

An intensely competitive market, the consumer electronics category in China was worth RMB767.7 billion in 2011 and is predicted to enjoy continued strong growth in 2013, according to industry analysts Euromonitor. Online stores are becoming increasingly popular due to their convenience and competitive pricing.

Jacob Johansen, General Manager, Momentum Greater China said, “Communications for consumer electronics are traditionally product or price driven, but as Chinese attitudes to brands evolve, it’s crucial for brands to forge a deeper connection with consumers through their campaigns. With the launch of Media Markt’s online store, we set out to cut through the clutter and bridge the physical and digital worlds with an unconventional, engaging and fun campaign.”