OMD GERMANY, Dusseldorf / REWE / 2022
Why is this work relevant for Media?
With a unique out-of-home video-stream for German supermarket REWE we revived the love that is in the organic-line “REWE Bio” - and thus sustainably strengthened brand trust.
Why unique? Because of a media-first nationwide integration of a cow pasture in the cityscape by an advertiser. Especially when the video-stream is played out simultaneously in 200 German cities, on over 6,000 outdoor-advertising-spaces. Longer than any public video ever before:
Instead of settling for a standard-booking-window of 10-seconds, we've extended the technical limit for national playouts to a full 5-minutes. And thus, created a unique out-of-home "roadblock" - a new advertising format!
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?
Describe the creative idea / insights
THERE ARE OVER 100 DIFFERENT ORGANIC LABELS IN GERMANY
Germans love labels: 78% say that labels make purchasing decisions easier while just 5% say that they are "not that important”. But there’s a great deal of confusion: one in four is sceptical if organic is really organic - despite a label. The same applies to ignorance: 68% do not know exactly what is really hidden behind a label.
IN THE MIDST OF UNCERTAINTY, CLAIMING ORGANIC IS NOT ENOUGH - WE NEED TO PROVE ORGANIC.
So, to increase trust in REWE Bio, it's not enough to simply add a few logos to the milk pack. As it is so often the case, claiming alone is not enough. Actually, we would need to bring every single consumer to the farms to let them experience firsthand that REWE Bio produces responsibly. But that’s not realistically feasible, nor does it make sense ecologically.
Describe the 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…
Describe the 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.
List the results
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.
Please tell us about the cultural insight that inspired the work
GERMAN CONSUMERS LOVE LABELS.
Especially when confirmed by independent consumer protection institutes. And according to studies, 78% say that labels make purchasing decisions easier.
BUT CONFUSION IS RISING.
With over 100 different "organic labels" in Germany, 27% are skeptical as to whether, for example, "organic" from a discounter is really organic. The same applies to ignorance: 68% do not know exactly what is really hidden behind a label. So just using another would not be enough - proving is key for strenghtening brand trust in Germany.
WE HAVE TO APPEAL TO THE HEARTS TO PROVE ORGANIC.
Instead of using rational explanations, as eco labels do, we appeal to people's hearts and convey a piece of real, animal-friendly living, making “organic” comprehensible and meaningful again. Putting emotionality at the heart of a campaign that was key to solve consumers’ confusion.
More Entries from Cultural Insight in Media
Not-for-profit / Charity / Government
SOS CHILDREN'S VILLAGES INDIA, FCB INDIA
Use of Branded Content Created for Digital or Social
Consumer Services / Business to Business
THE INEVITABLE NEWS, AREA 23, AN IPG HEALTH NETWORK COMPANY
Use of Digital Platforms
CHILDREN OF FEMALE PRISONERS' ASSOCIATION, HORIZON FCB
Use of Data-driven Insight
LAUT GEGEN NAZIS E.V., PHILIPP UND KEUNTJE
More Entries from OMD GERMANY
Live Broadcast / Live Streaming
DISNEY, OMD GERMANY
Best use of Radio
LBS - WESTDEUTSCHE LANDESBAUSPARKASSE MUENSTER, OMD GERMANY
Retail And E-Commerce, Incl. Restaurants
MCDONALD'S, OMD GERMANY
Live Broadcast / Live Streaming
DISNEY, OMD GERMANY
Best use of Internet/New Media
20TH CENTURY FOX, OMD GERMANY
Use of TV & Other Screens
REWE MARKT, OMD GERMANY