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 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 original creative data usage enabled us to show the best matching gifts for loved ones.

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. All steps of wish delivery mechanism done in a specially developed HTML5 mobile banner.

For example: If “Mehmet” is living in the same house with “Ayse” big data technology shows “Ayse”’s dream newyear gift to “Mehmet” secretly via mobile ads.

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 mobile ad 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.

One of the Turkey’s biggest technology retailers, Media Markt claims that everyone can find any electronics they want at their stores. And for this new year, their promise was “Everybody could now receive the gift that they had always wished for.” Every year at new year ’s eve, people try to find the best present to give to their loved ones.

This work is truly dedicated to creative data lions category because it uses media and big data in a never done before way with innovative technology which fits with brands’s strategic promise. A true kind of inspiration.

The owners of mobile devices signaling from the same WiFi network in the evenings, since they were considered to live in the same house which we define as “loved ones” who have higher tendency to gift each other on new year’s eve.

This campaign was a subcategory of media Markt’s bigger campaign, “Wish Tree”. therefore the best fitting medium for this aim was chosen as mobile which enables us to make some magical technology. Big and bold formats selected.

Instead of promoting gifts to users, the brand 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 and fun way.

Programmatic media used to target the collected devices id's who are connected under same wifi spot. Each data crunched by unique targeting technology that developed. The people who are living in the same house are targeted and each one see unique personalized banner according to their wishs.

New year ’s eve was key date to communicate with consumer for making them to buy gifts. High competition were rising and all media channels dominated by same kind of advertising. We need to make something different!

Communicate with consumer in a different and surprising way which will make them feel happy and which will make the them choose Media Markt on New year ’s eve

Differentiate from competitor’s advertising, be more personalized as you can, drive them to sales, make them surprise and feel happy, strength the Media Markt’s innovative recognition