Every year at New Year’s Eve, people try to find the best present to give to their loved ones. So, people always wish to know what their loved ones want as a gift.

Media Markt thought that people who regularly connect to the same wireless network in the evenings are probably living together, and probably have a special connection.

By turning the WiFi network into a communication medium, MediaMarkt could deliver a message from one mobile device to another, spotted in the same house as they browse on mobile internet with a custom big data driven creativity. By this way, the brand created a wish delivery system which delivers very personalized wishes to the loved ones in a secret and fun way. This never done before innovative data usage enabled us to show the best matching gifts for loved ones through the programmatic media.

By detecting the IP addresses and filtering different device ID’s under it, the users on the same WiFi network were identified and turned into a big data. The first user within the network to see the mobile ad was asked about their wish as a new years gift from Media Markt. This message was delivered to the second user on the same network, in a mobile banner via targeted programmatic advertising. After clicking on the banner, the second user was led to Media Markt online store, offering to purchase the product that the first user chose as a gift. The campaign started one month before the New Years Eve and was online for the whole December. All steps of wish delivery mechanism done in a specially developed HTML5 mobile banner. Custom data driven programmatic technology used with big and bold placement formats. Scale was all smart phone users who are regularly on the same WiFi network in the evenings were aimed. Smart phone owners are perfectly fitting with our target audience. As MediaMarkt is an electronic brand we are seeking to reach persons who have smart phones and use technology in their daily lives. Instead of promoting all gifts to users, the Media Markt promoted what the customers should buy as a special gift to their loved ones.. So the possibility of engagement and purchase is increased by this very personalized, innovative and fun way. The campaign started one month before the New Years Eve and was online for the whole December. We have turned media into a data driven creative story telling utility which enables people to know what loved ones want.

647.391 mobile users told Media Markt what they wanted for this year’s New Year’s Eve. 72% of these messages were delivered to the right people thanks to Media Markt wish delivery data driven creative media technology. According to the unbranded brand lift survey conducted by Media Markt’s media agency, the brand recognition was raised by %4.7. At the end of the campaign, MediaMarkt raised its sales by 3.8% compared to December 2014 sales revenue. We have turned media into a data driven creative utility which enables people to know what loved ones want. The very personalized way of this emotional targeting was a first time invention.