The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2016 One Show - Cross-Platform

Rabbit Race

Agency Ogilvy Germany /

Client Media Markt Management
BACK TO RESULTS

Annual ID

CP16035M

About the Work

The briefing was an Easter related 5% discount promotion. But instead of another dull sales campaign, we wanted to create a promotional live marketing event that outshines every other Easter campaign throughout Germany: The Rabbit Race. Three races were shown live during prime time on the 9 biggest private TV stations and turned into a betting game. To participate, customers could shop at Media Markt on three days before the three races to win a voucher with 50% worth their purchase back. So, instead of giving a 5% discount to everybody, we gave every tenth customer 50% of his money back, while creating tons of content. The Rabbit Race turned Media Markt from biggest German entertainment electronics retailer to biggest entertainer over night, creating a never before seen and revolutionary live marketing event that Media Markts target group enjoyed to watch, follow and share.