Cheeky statement

The star of MediaMarktSaturn's new campaign is none other than Alexa, a product from an American competitor and, in the form of the "Echo" smart speaker, one of MediaMarktSaturn's best-selling products. The cloud-based voice assistant is asked questions about services and offers. Alexa either refers directly to MediaMarktSaturn or responds with a more reserved answer. The curious thing is: not everything is just marketing hype; it actually works with some questions. The MediaMarktSaturn team tested this and received some surprising responses.

"Alexa, do you deliver things in 90 minutes?" – "I don't know how I can help you with that." Alexa's concise answer to one of MediaMarktSaturn's most popular services was the trigger for the campaign, with which the retailer is now consciously returning to the provocative and bold statements that were particularly common in the early 2000s.

As a long-established European company, MediaMarktSaturn is taking an aggressive approach with this campaign, making a confident statement and showing customers, in a cheeky and humorous way, what it does particularly well, or perhaps even better than the competition.

Proximity meets service orientation

Unlike purely online retailers, MediaMarktSaturn focuses on being close to its customers. With around 400 stores in Germany, the electronics retailer boasts excellent network coverage.

MediaMarktSaturn also leverages its dense network of stores in Germany to its advantage for online customers: Products ordered online from MediaMarkt and Saturn can generally be delivered to approximately 250 locations within 90 minutes. The mobility platform Uber is a strong partner for deliveries.

With its new concept for personalized service, MediaMarktSaturn is also setting a new benchmark and clearly differentiating itself from the competition. Customers can book an appointment for a consultation online in advance at selected stores in Germany. On-site, customers enjoy personalized service from start to finish: A staff member greets customers at the entrance and escorts them to their personal advisor. For particularly large or heavy products, they receive assistance with carrying or transporting them. The advisor also provides the store's contact information should any questions arise afterward. In this way, the retailer creates a personalized experience, similar to a small, local shop. The concept is slated to be available in all German stores by the end of 2025.

The campaign will launch in Germany on July 3rd. The electronics retailer will utilize television, in-store promotions, Edgar Cards, digital advertising, and social media for the campaign.

Saatchi & Saatchi and Tempomedia Filmproduktion GmbH were involved in the campaign's production. Publicis Media handled the media budget.