Ten years of bargain hunting
Electronics Discount: Media Markt Switzerland remains true to its philosophy even in its anniversary campaign.
Electronics discounter Media Markt Switzerland remains true to its line in its anniversary campaign with "Geiz ist geil" ("Stinginess is cool"), Media-Saturn boss Ludwig Stiefel hit the nerve of the times. His Media Markt concept proves this in black and white: since the opening of Europe's first Media Markt store in Munich in 1979, the discounter has generated annual sales of around 11 billion euros. With its permanent low price strategy, Europe's largest retail chain for consumer electronics, electrical household appliances, computers and telecommunications promises quality at fair prices all year round. Success with pork belly
An argument that also resonates with Swiss consumers: More than 30,000 customers visit one of the 14 Swiss stores every day. Last year, Media Markt Switzerland generated sales of around 890 million francs. And this despite the fact that the first two Swiss stores in Dietlikon and Dietikon started from scratch only ten years ago. "We were the first to inspire customers with large stores, a huge selection of products and attractive prices," says Guido Renggli, CEO of Media Markt Group Switzerland, explaining the success of the concept.
Thanks to its dominant advertising presence, the discounter has long since created a favorable price image for itself. Almost every child here knows the slogan "Media Markt - I'm not stupid". The Viennese agency Demner Merlicek & Bergmann was responsible for the previous red and black pig-belly appearances. However, the Media Markt Group Switzerland put the budget for the recently launched anniversary campaign out to pitch - and gave preference to the Zurich agency Inhalt & Form.
Weidmannsheil
However, the company wanted to remain true to its successful strategy in its anniversary year. After all, Media Markt wants to entice customers into its stores with even better anniversary offers. In keeping with the bargain hunt, the creative team at Inhalt & Form invented the Püntelen hunting club. For the club's eightieth anniversary, it will only receive a stuffed stag. For Media Markt customers, on the other hand, the campaign message is that there is really big prey. The hunting jargon runs through the advertisements as well as the TV and radio spots. "For the first time in the history of Media Markt Switzerland, the TV commercials were not only used as image carriers, but also supplemented with changing product advertisements," explains consultant Jürg Meyer.
By the end of April, the launch should bring even more bargain hunters into Media Markt stores - and thus bring the discounter even closer to the one billion sales mark. Renggli is optimistic: "We are planning to open around three to four more stores in Switzerland."
The Zurich agency Inhalt & Form blows the trumpet for the hunting club - and for Media Markt.
Media Markt in SwitzerlandOn March 24, 1994, the first two Media Markt stores opened their doors in Switzerland. Today, Media Markt has 14 Swiss
Branches. All locations are separate stock corporations in which the respective managing director holds a stake. Last year, the Media Markt Group Switzerland generated sales of around CHF 890 million. Media Markt Switzerland is part of Europe's largest retail chain for consumer electronics, electrical household appliances, computers and telecommunications. The German parent company Media-Saturn-Holding GmbH is in turn a subsidiary of the Metro retail group. (sk)
Simone Keller
An argument that also resonates with Swiss consumers: More than 30,000 customers visit one of the 14 Swiss stores every day. Last year, Media Markt Switzerland generated sales of around 890 million francs. And this despite the fact that the first two Swiss stores in Dietlikon and Dietikon started from scratch only ten years ago. "We were the first to inspire customers with large stores, a huge selection of products and attractive prices," says Guido Renggli, CEO of Media Markt Group Switzerland, explaining the success of the concept.
Thanks to its dominant advertising presence, the discounter has long since created a favorable price image for itself. Almost every child here knows the slogan "Media Markt - I'm not stupid". The Viennese agency Demner Merlicek & Bergmann was responsible for the previous red and black pig-belly appearances. However, the Media Markt Group Switzerland put the budget for the recently launched anniversary campaign out to pitch - and gave preference to the Zurich agency Inhalt & Form.
Weidmannsheil
However, the company wanted to remain true to its successful strategy in its anniversary year. After all, Media Markt wants to entice customers into its stores with even better anniversary offers. In keeping with the bargain hunt, the creative team at Inhalt & Form invented the Püntelen hunting club. For the club's eightieth anniversary, it will only receive a stuffed stag. For Media Markt customers, on the other hand, the campaign message is that there is really big prey. The hunting jargon runs through the advertisements as well as the TV and radio spots. "For the first time in the history of Media Markt Switzerland, the TV commercials were not only used as image carriers, but also supplemented with changing product advertisements," explains consultant Jürg Meyer.
By the end of April, the launch should bring even more bargain hunters into Media Markt stores - and thus bring the discounter even closer to the one billion sales mark. Renggli is optimistic: "We are planning to open around three to four more stores in Switzerland."
The Zurich agency Inhalt & Form blows the trumpet for the hunting club - and for Media Markt.
Media Markt in SwitzerlandOn March 24, 1994, the first two Media Markt stores opened their doors in Switzerland. Today, Media Markt has 14 Swiss
Branches. All locations are separate stock corporations in which the respective managing director holds a stake. Last year, the Media Markt Group Switzerland generated sales of around CHF 890 million. Media Markt Switzerland is part of Europe's largest retail chain for consumer electronics, electrical household appliances, computers and telecommunications. The German parent company Media-Saturn-Holding GmbH is in turn a subsidiary of the Metro retail group. (sk)
Simone Keller
