To mark the start of the second season of "Die Discounter," Ogilvy and Prime Video are inviting fans to be interviewed by the protagonists of the show.
Berlin, November 9, 2022 – With the start of the new season of "Die Discounter," streaming service Prime Video and Ogilvy are shifting into high gear with the "Careers at Kolinski" recruitment campaign. To recruit employees for the show's fictional supermarket "Kolinski", employees of competitors are approached directly on location. In a guerilla stunt, more than 100 mobile posters were placed in front of Netto, Penny, Lidl and Edeka stores throughout Germany.
"With amusing headlines, we invite employees and customers to apply for a job at Kolinski. The highlight is that each motif has a contextual reference to the respective slogan of the supermarket," says Helge Hoffmann, Creative Director at Ogilvy about the campaign. For example, LIDL's "LIDL lohnt sich." becomes "Kolinkski lohnt sich." A QR code invites people to interactive one-on-one interviews with the series' protagonists Pina and Thorsten on TikTok.
This entertaining "battle for talent" doesn't just appeal to the target group,
It is also the starting point for witty social media dialogues between discounter brands such as Aldi, Lidl and Netto and the video streaming service Prime Video.
The campaign is aimed at young adults aged 18 to 35 and will run for a total of four weeks, from October 28 to November 27, on social media on TikTok and Instagram, as well as out-of-home. The second season of the Amazon Exclusive series "Die Discounter" will be available on Prime Video on November 11.
Martina Russ, Senior Marketing Manager; Jasmin Leonhardt, Campaign Marketing Producer; Maike Buckmakowski, Social Marketing Manager; Jeannette Bohné, Creative Director
Strategie: Sybille Paulsen; Kreation: Helge Hoffmann, Hugo Pareja, Florian Hucker, Rachel Luchesi, Felicia Susanto, Anna Breifalk, Markus Werner; Beratung: Heike Meyburgh, Alma del Campo; Producer: Tanja Frohwerk; Social Media Support: Astrid Scheuermann; Project Management (Hogarth): Vanessa Koch
Produktion: Joshua P. Hütter-Quaas; Regie: Dennis Holtschoppen; Kamera: Dominik Koppen; Licht: Leo-Konrad Kuhn; Ton: Jette Berger; Styling: Kristin Amendt
Rufus (powered by Initiative): Frank Schembecker, Julia Mack, Lisa Dettler, Angelika Wert, Daniela Grilnberger, Matthias Pap, Hanna Mayer
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