Live sports-branded retail event. 21M viewers, 18.2% footfall increase, 9 TV channels.

MediaMarkt transformed a standard Easter discount into Germany’s first-ever live branded sports event. To win a 50% cashback, customers used their store receipts as betting slips for a live race featuring 10 "athlete" rabbits. Broadcast simultaneously across 9 major TV stations during prime time, the campaign turned shopping into a high-stakes national entertainment event.

The campaign became a global benchmark for retail innovation, winning multiple Gold Lions at Cannes and a Graphite Pencil at D&AD for its seamless integration of live broadcast, retail, and gambling mechanics. Developed by Ogilvy & Mather for MediaMarkt.

Results: 21 Million live viewers | 18.2% increase in foot traffic | 250% social engagement boost | 2x Cannes Lions Gold | D&AD Graphite Pencil.

Role: Junior art director, Concept social media contents (Facebook, OLV), Rabbits visual Identity.