Media Markt

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Media Markt is a German chain of stores selling consumer electronics with numerous branches throughout Europe. It is Europe's largest retailer of consumer electronics.

Media Markt was founded by entrepreneurs Leopold Stiefel, Walter Gunz, Erich Kellerhals, and Helga Kellerhals. The first store opened on 29 November 1979 in Munich.

Today, it is owned by MediaSaturn Holding, which also owns the rival Saturn chain of electronics and media stores. MediaSaturnHolding in turn is owned by the German retail company METRO AG.

1 Advertising
2 2006 World Cup advertising campaign
- 2.1 Polish advertising controversy
3 Store ownership
4 See also
5 External links

[edit] Advertising

Media Markt is known in Germany for its humorous, but sometimes crude, advertising campaigns; for example, the slogan "Laßt euch nicht verarschen" ("Don't let them make an ass of you").

Media Markt's main slogan "Ich bin doch nicht blöd" (I am not stupid) has been translated into the languages of the other countries where the company operates:

Language	Slogan
German	Ich bin doch nicht blöd.
Catalan	Jo no soc tonto!
Dutch	Ik ben toch niet gek!
French	Parce que je ne suis pas fou!
Hungarian	Mert hülye azért nem vagyok!
Italian	Non sono mica scemo!
Polish	Nie dla idiotów! (Not for idiots!)
Portuguese	Eu é que não sou parvo! (It's not me who's stupid!)
Spanish	¡Yo no soy tonto!
Swedish	Jag är ju inte dum!
Basque	Ni ez naiz leloa!

[edit] 2006 World Cup advertising campaign

Prior to the 2006 World Cup, Media Markt launched a campaign, claiming to be the "best fan supplier" ("Bester Fanausrüster"), with commercials showing international football fans shopping at Media Markt, showing exaggerated stereotypes of the participating countries, and making fun of the Austrian team, which did not qualify. This included a French seductress, Dutch fans smoking marijuana in caravans, or a Saudi haggling - to pay more. Germans fans were portrayed with big bellies, asking for refrigerators to keep their beer cool, rather than looking for a new TV set.

An additional series of ads, promoting a rebate of 10 euros for each goals Germany scores (except penalty shoot-outs), showed international soccer fans begging the Germans to score as many goals as possible - against their own team.

When the Netherlands were eliminated, Media Markt used a quote from a 1970s show featuring the late Rudi Carrell, a Dutchman who was a TV celebrity in Germany, to express Schadenfreude. A World Cup trophy is shown to grieving Dutch fans in their caravan with the comment "This would have been your prize!".

[edit] Polish advertising controversy

In March 2006, the "Poland version" showed moustache-wearing Polish customers praising the shop for "prices deep like Polish soul" before hugging the German sales managers, which looked rather uncomfortable in the bear hugs. Afterwards, one of the Germans pointed out that his watch was still there, and that "The Pole is an honest person, after all". Then, the three men are shown to be missing their trousers.[1]

This commercial caused a scandal in Poland, for the widely known German stereotype of Poles being thieves. Media Markt argued that the advertisements also made fun of other national clichés, including Germans, and none of the other clichés were perceived as negative towards the people they presented. Its aim was to exaggerate the cliché of the Polish thief to dismiss it as unjustified prejudice, Media Markt claimed. [2]

The store apologised and withdrew the advert after their Polish branch asked to do so, following protests in Poland, a call from the Polish embassy in Berlin and protests from German Polonia.

[edit] Store ownership

Media Markt has an unusual approach to store ownership. Every store is owned 10% by the store manager. Not only that but the store manager has broad discretion as to the products he or she stocks. Some believe that this is one of the keys to their success - the local manager feels truly empowered and so is much more committed to the success of the store than someone working as a corporate minion.