Brack focuses on the Easter cat with Brinkertlück Creatives
Swiss online retailer Brack is launching a humorous Easter campaign featuring Blacky, the store’s cat. Since the marketing team forgot to book an Easter bunny, the cat—already known from Black Week—is stepping in. The campaign, developed in collaboration with Brinkertlück Creatives, will promote the Easter deals starting March 16.
Brack is launching a tongue-in-cheek Easter campaign in which not the Easter bunny but Blacky the cat plays the leading role. Switzerland's largest independent online retailer makes creative use of the supposed marketing faux pas and uses the cat already familiar from Black Week.
From Black Week to the Easter campaign
"During Black Week, the fierce cat Blacky quickly became our customers' favorite and generated huge amounts of traffic," explains Roman Reichelt, CMO of Brack. The campaign was created in-house and in collaboration with lead agency Brinkertlück Creatives and promotes the deals and offers from March 16.
Creative solution for forgotten bunny booking
The campaign kicks off with a video humorously explaining Blacky's return. When the Brack marketing team realizes that it has forgotten to book an Easter bunny for the campaign in the excitement, it needs creative ideas. The eyes fall on Blacky, who has made herself comfortable in the online retailer's office since Black Week. Blacky hesitates only briefly, puts on bunny ears and is happy to help the online retailer out of its dilemma. She does what she does best: Letting the prices tumble. True to the motto: "Wrong bunny. Real deals."
Multi-channel campaign with a scientific wink
The Easter deals will be played out throughout Switzerland via DOOH and display ads. The campaign is supported by an advertorial on blick.ch, in which the renowned domestic cat expert Dennis C. Turner scientifically classifies Blacky's qualities as a rabbit substitute. Brack has also created several blog articles and organic social media videos to bring Oster-Blacky to life on its own channels in a friendly and humorous way.
