Correcting the German retailer’s 4% male customers ratio one campaign at a time.
Everyone knows two things:
1) Guys hate shopping and want to be just done with it, fast
2) You get 5 unskippable seconds on YouTube
That’s why we kept the commercial message short and let our viewers spend the rest of the ad watching something manly, something they’d enjoy more and something they’ll have more time for when they shop at Tchibo. That is, next time they have to shop at all.