Emma Black Friday: Best Purchase That Changes Lives | Clapboard

Emma - Black Friday

Description

Emma’s Black Friday campaign for the DACH region, launched in November 2023 across Austria, France, and Switzerland, highlights the enduring value and comfort of the Emma mattress through a relatable, personal narrative. Developed by the agency Genero, this film medium campaign strategically targets consumers interested in House, Garden, Personal Accessories, and Retail Services sectors. It centers on a protagonist who reflects on their numerous Black Friday purchases throughout the years, ultimately revealing that the Emma mattress remains their best investment, adapting seamlessly to changing life situations and needs. The storytelling approach is authentic and conversational, fostering emotional connectivity by emphasizing the mattress’s role in evolving lifestyles, thereby reinforcing brand loyalty and long-term value. With two distinct media assets, the campaign effectively communicates the message across multiple platforms within the markets, leveraging the heightened consumer attention during the Black Friday retail event. The use of English language enhances accessibility and broad reach across diverse audiences in the DACH region. Overall, the campaign balances emotive storytelling with a strategic focus on consumer experience, positioning Emma not just as a product but as an essential companion through life’s various phases, strengthening its market presence during a critical shopping period.

Credits

Client

Emma

Agency

Genero

Production House

Sandeep Abraham, Zurich, Switzerland

Cinematographer

Sandeep Abraham

Crew

Luis Oliveira, Olivier Walther, Giada Marina Giorgio, Teseo De Iaco, Sandeep Abraham

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Campaign Proposition

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Creative Device

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