Penny - The Wish
Penny sought to significantly increase brand perception and media value among the German population. The discounter needed to demonstrate deep empathy and relevance by addressing a major societal challenge impacting youth after the pandemic, aiming for widespread national engagement.
Creative Idea
A mother's Christmas wish for her son's lost youth became a national conversation.
Penny's 'The Wish' campaign used a poignant Christmas ad where a mother wished her son could reclaim his lost youth due to the pandemic. This resonated deeply, leading to a direct campaign offering 5,000 experiences and apprenticeships, doubling media value by addressing a national emotional void.
Creative Strategy Deconstructed
Company
Penny, a discounter, leveraged its national presence and understanding of everyday German life to connect authentically with the population.
Category
Discounter advertising typically focuses on low prices and product promotions, not deep societal issues or emotional narratives.
Customer
Parents and youth felt a profound loss of formative experiences due to pandemic restrictions and societal neglect.
Culture
The post-pandemic cultural moment of reflection on lost youth and collective trauma created deep resonance.
Company
Penny, a discounter, leveraged its national presence and understanding of everyday German life to connect authentically with the population.
Category
Discounter advertising typically focuses on low prices and product promotions, not deep societal issues or emotional narratives.
Strategy:
Address a societal void by championing an overlooked generation's emotional needs.
Customer
Parents and youth felt a profound loss of formative experiences due to pandemic restrictions and societal neglect.
Culture
The post-pandemic cultural moment of reflection on lost youth and collective trauma created deep resonance.
Strategy:
Address a societal void by championing an overlooked generation's emotional needs.
Results
The campaign received millions of clicks in the network. A commercial from a discounter went "insanely viral" and "hits right in the heart." Media outlets like SZ stated, "Finally someone understands what the nation has been feeling for the past two years of the pandemic." The campaign showed "deep empathy for the fate of the youth." Penny gave away 5000 unforgettable experiences, including round-the-world trips, graduation proms, festival tickets, and apprenticeships with free accommodation. It reached 2/3 of Germany's population with a conversion rate of 32%. The campaign doubled Penny's media value and was featured in every major German newspaper and TV station.
2/3
of Germany's population reached
32%
conversion rate
doubling
media value
Strategy Technique
Find the Missing Conversation
Penny identified a critical societal issue - the pandemic's impact on youth - that was largely unaddressed by others. By tackling this 'missing conversation,' Penny demonstrated profound empathy and leadership.
Explore Technique
Creative Technique
Empathize
The campaign deeply connected with the audience by portraying a mother's heartfelt wish for her son's lost youth. This emotional resonance highlighted Penny's understanding of a widespread societal pain point.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its deeply empathetic storytelling and strategic use of media to amplify a resonant message, transforming a discount brand into a cultural commentator that genuinely connects with a national issue.
The campaign masterfully crafts a narrative from a societal problem to a personal, emotional wish, and then to a tangible brand solution, creating a powerful and relatable arc.
The dialogue in the main ad is incredibly poignant and captures complex, unspoken emotions between a mother and son with simple, yet profound, exchanges.
The visual contrast between the dark, isolated scenes of youth and the warm, intimate family moments in the ad effectively underscores the emotional journey and message.
The multi-platform launch and subsequent widespread media coverage demonstrate a highly effective strategy for amplifying the campaign's message and impact.
The campaign's magic comes from the seamless synergy between deeply empathetic storytelling, powerful copywriting, and a strategic media approach that turned a brand action into a national conversation.
