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MediaMarkt
The way entering a subculture increased sales without any mass advertising

RAN IN: Russia

CLIENT
MediaMarkt

AGENCY
OMD Media Direction *Lead Agency


BBDO Moscow *Lead Agency


Media Direction Sport


Esforce Rus


Media Direction Group


SUMMARY

How to increase sales of gaming devices without mass advertising in a growing category with strong competitors? To make brand part of the gaming subculture through a long-term marketing program where users will have a chance to enrich their gaming experience more than they do now. In just two months after the launch, gaming devises sales began to exceed planned ones. By the end of 2017 growth proved to be 69.5% in value and share of gaming category in total brand sales increased almost 1.8 times.

CASE VIDEO


Audience: Russian gamers playing the most popular online games, 12 to 45 years old (desktop/laptop).

Objectives: Communication: Coverage = 8.5 mln; Business: 1) Increase in gaming equipment sales (YY VALUE NET, factoring in the projected growth in the gaming category (ex. gaming consoles)) = 40%; 2) Increase in the mean monthly share of gaming equipment in overall sales = up to 5% (vs. 4% in 2016).

Type: B2C

Language: English, Russian