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Ingolstadt, May 21, 2008: The countdown is running. In less than two weeks time the UEFA European Football Championship 2008 will start. Right in time also the new Media Markt advertising campaign was launched which is all about this mega event. In these spots, Olli Dittrich acts the part of Toni from Italy. Under the motto “Die EMpfehlung des Jahres” (“The EURO-commendation of the year”), the comedian from Northern Germany impersonates people from Southern Europe on all advertising channels.
The TV spots of the new advertising campaign can be seen nationwide starting from Friday, May 23, 2008. This day also marks the start of the print and radio campaign. The media mix is supplemented by intensive outdoor advertisements, an Internet campaign as well as by POS materials. In addition, fans of the Media Markt ads can also view and download the spots at www.mediamarkt.de.
Since November 2007, Olli Dittrich has been the testimonial for Media Markt. To this effect, he plays the role of different customer types - always with a special wink. The characters impersonated by Olli Dittrich time and again present new challenges for the customer consultants of Media Markt.
In the EURO 2008 campaign, Olli Dittrich acts the humorously exaggerated part of the football-enthusiastic Italian Toni. Particularly in the TV and radio spots, he comments on those topics that are important to him with sharp-tongued and witty remarks: the Germans, his fellow Italian countrymen, football, women and technology. “The campaign shows me - that is Toni - as a person, a lover and a fan with high emotions and lots of passion“, said the Italian women whisperer and technology hero. The focus of the ads is always on the latest Media Markt product offers on the occasion of the UEFA European Championship.
Media Markt commissioned the Hamburg-based agency kempertrautmann to mastermind and realize the advertising campaign. The films were produced by Markenfilm, Hamburg. Further partners contributing to the realization of the campaign were the design and post-production facility Optix, the NHB and exit sound studios, the post-production network PICTORION das werk, the media agency Universal as well as the online agency For Sale Digital.