Cannes Lions

SUPERGEIL

JUNG von MATT, Hamburg / EDEKA / 2014

Awards:

1 Shortlisted Cannes Lions
Case Film
Supporting Content
Supporting Images
Case Film
Online Video
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Overview

Entries

Credits

Overview

Description

Branded entertainment in Germany is restricted only when it comes to public TV broadcasting stations.

Execution

We started a campaign that did nothing but celebrate EDEKA and its products – without being blunt advertising: We produced a viral music video starring Berlin artist Friedrich Liechtenstein, giving EDEKA and its products some serious swag. Or, in other words, making it "supergeil" (German slang for "super awesome" / "super sexy").

Outcome

"Supergeil" became the most shared food retail campaign worldwide. 7.5 million Euro earned media value, 1.8 billion global impressions with over 8 million views within the first weeks made it the most successful German viral campaign ever.

TV, press and radio reported about the campaign and played our song. It was featured on sites like buzzfeed, mashable or collegehumor.

People loved the campaign – and even created their own versions of the song. Public awareness rose by 50%, sales of the EDEKA brand increased by 11 %. And EDEKA is no longer known for being old-fashioned, but for being “Supergeil” instead.

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