Cannes Lions

In MOoH We Trust

OMD GERMANY, Dusseldorf / REWE / 2022

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

ORGANIC IS TRENDY. BUT WHAT DOES ORGANIC ACTUALLY MEAN?

Organically produced food, animal welfare and sustainable production are key drivers among responsible consumers. And with the looming climate catastrophe, these drivers also apply to the mainstream. But what does it actually mean, organic? Nowadays, product packaging is decorated with words, labels and logos - and they all say something different. Or in the worst case, nothing at all.

REWE BIO IS MORE THAN "JUST" ORGANIC - THAT NEEDS TO RESONATE WITH PEOPLE.

The result: consumers are overwhelmed and lose confidence. This is disadvantageous for animals, the environment and presents a challenge for brands: REWE Bio's products are "Naturland" certified and thus go far beyond the EU organic directives for animal welfare and sustainability. But how can we convince people that REWE Bio is not just claiming to be organic, but actually does go far beyond the standard?

Strategy

IF WE CAN'T BRING THE PEOPLE TO THE COWS, WE BRING THE COWS TO THE PEOPLE.

In order to unlock our insight, we let our target audience see and experience that the farms from which REWE Bio obtains its milk, for example, practice animal welfare and sustainable production.

How? It's simple: We stream the living environment of our cows from the pasture directly into German cities! Instead of using rational explanations, as labels do, we appeal to people's hearts and convey a piece of real, animal-friendly living. 100% real, big, emotional, surprising - on over 6,000 out-of-home screens.

Out of sight, out of mind? Nope! To make sure that doesn't happen and that our idea doesn't fizzle out as an oneshot, our campaign is divided into three phases…

Execution

1) COW(NT)DOWN: Two days before the actual stream, teaser spots hint at our unique stunt.

2) IT’S MOoHView TIME: On October 9, our cows are running on over 6,000 outdoor-advertising-spaces. Across their lush, green pasture. With plenty of space. Up close and personal, in large format. And LONGER THAN ANY PUBLIC-VIDEO-CAMPAIGN BEFORE: instead of the maximum 10 seconds that can normally be booked, our unique out-of-home "Roadblock" is on air for a full 5 minutes! Nationwide. Simultaneously in over 200 cities. And several times a day!

3) FROM FARM TO LIVING ROOM: The subsequent TV-campaign embeds the look-and-feel of the stream: Starting, e.g., on a juicy pizza and explaining the origin of the mozzarella backwards until we end up with a real (!) farmer and his cows, which produce organic products for REWE – in the environment that Germany has already been able to experience on the digital outdoor screens.

Outcome

MOoH! THE GERMANY-WIDE STREAM FROM THE COW PASTURE...

82% of people stop and follow the outdoor-video-stream, leading to +49% credibility compared to classic advertising!

...BRINGS BACK TRUST FOR REWE BIO AND STRENGTHENS THE BRAND:

+52% higher trust in the brand

+31% say they know where the products come from at REWE Bio

+32% attest to REWE Bio's competence and above all seriousness when it comes to organic products

+50% quality perception

...and even more than twice as many people say that REWE has animal welfare in mind (+139% vs. before the campaign).

MORE CREDIBILITY, MORE TRUST - MORE PEOPLE AT REWE.

The proof that REWE Bio produces sustainably and species-appropriate strengthens the love for the brand - and brings people into the supermarkets: +72% motivation to shop more often at REWE leads to +5% sales.

PROVING INSTEAD OF CLAIMING. THAT MAKES THE DIFFERENCE.

Similar Campaigns

12 items

The Switch

OMD GERMANY, Düsseldorf

The Switch

2024, REWE

(opens in a new tab)