Turing woolly invaders into global ambassadors.
On 5th January, 50 sheep stormed a PENNY supermarket in the small Bavarian town of Burgsinn. Instead of suing for damages, PENNY just said, “Sheep happens” and turned this invasion into a global phenomenon in real-time.
Co-authored with the community within 48 hours.
We immediately recognized the opportunity and reacted at lightning speed: In real-time alignment with senior management, we revamped all social media channels, followed up with an unboxing video, and enlisted influencers to investigate the phenomenon. Within a single day, we completely adapted our sales communication, produced a music video for the community, and — following a community vote—had the PENNY store in Burgsinn temporarily renamed. The story was picked up by international media, and numerous brands joined the conversation. Through our viral marketing approach, we generated a significant brand uplift and created lasting attention and relevance for PENNY.
Reach
Sales - PENNY Burgsinn
Brand Love
Best of Show | 1x Grand Prix | 4x Gold | 1 Silver
2x Bronze
1x Gold | 1 Silver
5x Bronze
2x Gold
2x Gold
“When 50 Sheep accidentally walked into a PENNY supermarket and created chaos, your first thought might be …Sh*t… What am I going to do with that? Don’t talk about it all or make one post and forget about it? Instead, we had clients who have had the courage to turn this unexpected incident into the fastest at the same time most extensive activation campaign PENNY has ever launched.”
Matthias Harbeck
CCO Saint Elmo’s Germany
