Constantin Kaloff
Executive Creative Director at FCB Hamburg
Hamburg, Germany
TitleNothing Like!
Title (original language)Nichts wie hin!
Agency
Campaign Geiz ist geil! - Saturn
Advertiser Saturn Corp.
Brand Saturn
PostedSeptember 2003
Product Consumer electronics, appliances
Product (original language) Unterhaltungselektronik, Haushaltsgeräte
Business Sector Drugstores, Specialty Stores
Tagline Stingy is Sexy!
Tagline (original language) Geiz ist geil!
Philosophy 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 Saturn’s business concept: innovative high-tech at shockingly low prices. It reshaped a character deficiency into a desirable personal quality. Also, it’s 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 Saturn’s closest competitor)



Saturn’s 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 Saturn’s reputation for quality.
Problem 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 Germany’s 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.
Media Type Newspaper
Market Austria, Germany
Account Supervisor
Creative Director
Creative Director
Account Director
Account Manager
Advertising Manager
Advertising Manager
Advertising Manager
Senior Planner

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started