For the first time in its history, German electronics chain MediaMarkt is launching a pan-European brand campaign with the baseline “Let’s Go!”. The campaign should emphasise MediaMarkt’s wide product range.
New brand identity
As of today, the German chain is focusing on customer experience and personal advice with a campaign in all thirteen countries where it is active. Using the term ‘experience electronics’ rather than ‘consumer electronics’, the company also wants to reposition itself and focus more on its service offering. “Let’s Go! is an enthusiastic invitation to our customers to discover electronics and the possibilities it offers”, MediaMarkt BeNeLux Marketing Director Yannick de Bièvre explains.
The campaign is not meant to increase brand awareness – which MediaMarkt thinks is already high enough – but rather hopes to “set the retailer apart”. The new brand identity will not only find its way to “the usual” media – including television, radio, social media and displays – but will also be used in an employer branding campaign under the same baseline. The latter will be launched in November, and will also be implemented cross-border.