Almost 2 years of pandemic. Almost 2 years of missed experiences. How can a discount supermarket touch German society and draw attention to the situation of young people?
Corona demands a lot from all of us: contact restrictions, lockdowns, home schooling. It is especially hard on young people, who miss out on the most exciting time of their lives and are unable to have important experiences of their youth. And although they pay a high price to protect their loved ones, their needs have been neglected, trivialised or even forgotten during two years of pandemic.
Understanding for our customers instead of classic advertising messages.
We want to prove to our customers that we, as the discounter in the neighbourhood, listen and understand their situation. With an emotional online film that portrays not only the beautiful but also the sometimes painful experiences that are part of growing up, we want to bring the topic into people's minds. With an additional raffle, we are also translating our message into reality and giving young people 5,000 unique experiences.
The campaign led to unprecedented press presence for PENNY. Everybody in Germany (from RTL to Bild-Zeitung) was talking about the emotional spot and the campaign around.
26,6 million views of the online film
25,06 million „free“ reach through press
total campaign reach: 51.05 million, thereof 66.9% organic
most successful commercial on YouTube 2021 in category "Long" (over 30 seconds)
|ADC Annual Awards||1x Gold, 4x Silver, 2x Bronze||2022|
|ADC DE||1x Grand Prix, 7x Gold, 4x Silver, 5x Bronze||2022|
|AdForum PHNX Awards||1x Silver||2022|
|ANDY Awards||2x Gold||2022|
|Best of Content Marketing||1x Grand Prix, 2x Gold||2022|
|Cannes Lions Awards||1x Grand Prix, 3x Gold, 1x Silver||2022|
|Clio||2x Silver, 3x Bronze||2022|
|Deutscher Digital Award||1x Gold, 1x Bronze, 1x Special Award||2022|
|Deutscher Werbefilmpreis||4x Gold||2022|
|D&AD Jury||1x Yellow, 1x Graphite, 2x Wood||2022|
|Gerety Awards||2x Gold, 1x Silver||2022|
|Golden Award of Montreux||2x Gold, 1x Finalist||2022|
|MAX Awards||1x Gold, 1x Silver||2022|
|New York Festivals||1x Grand Prix, 5x Gold, 1x Silver, 2x Bronze||2022|
|Red Dot: Brands and Communication Design||2x Best of the Best||2022|
|spotlight||2x Gold, 1x Bronze||2022|
|The One Show||2x Gold, 3x Bronze||2022|