Maxomedia: Big feelings at Interdiscount

Interdiscount is increasingly focusing on a distinctive cross-channel strategy. Maxomedia won the tender for the new campaign against several competitors. The campaign was launched on January 3, 2016 and will be used extensively throughout the year.

The aim is to publicize the various purchase and delivery options. For the first time, the communication focuses on emotions and not exclusively on price and product benefits. Through emotional communication, the Interdiscount brand wants to set itself apart from its competitors in the tough, noisy price war and establish itself as a personal, likeable brand. With this in mind, Maxomedia created the new claim "Shop the way you like it", which focuses on the individual needs of customers and at the same time underlines the new strategic direction.

Maxomedia focused on big emotions in the implementation. At the heart of the campaign is the TV commercial, which dramatizes the various purchase options in the form of a love story. Various adaptations were derived from this for banners and social media measures, as well as for advertisements and brochures. The main characters are intended to arouse sympathy and make the story easy for the general public to grasp and tell with just a few images.

Responsible at Interdiscount: Martin Koncilja (Head of Marketing). Responsible at Maxomedia: Bernhard Herzig (consulting), Romaine Brunner (consulting), Reto Schild (creation), Daniel Rödel (creation), Antonia Bekiaris (text), Noah Moor (motion design), Philippe Stucki (graphics). Responsible at Tasty Pictures: Sean Fee (Director), Stefanie Bereiter (Production), Lea Fee (Production), Amanda Nikolic (Photography). Responsible at Jingle Jungle: Federico Bettini, Roland Schmid (sound design & voice recordings).